LIBRARY 


UNIVERSITY  OF  CALIFORNIA. 


Class 


A 


PUSHING   YOUR    BUSINESS 


A  TEXT-BOOK 

OF 
ADVERTISING 


GIVING    PRACTICAL    ADVICE    ON    ADVERTISING,  FOR  BANKS,  TRUST 

COMPANIES,  SAFE  DEPOSIT  COMPANIES,  INVESTMENT  BROKERS, 

REAL    ESTATE     DEALERS,      INSURANCE    AGENTS    AND    ALL 

INTERESTED    IN    PROMOTING    THEIR    BUSINESS    BY 

JUDICIOUS    ADVERTISING. 


BY 

T.    D.    MAcGREGOR,    PH.  B. 

Of  THE  BANKERS  MAGAZINE 


FOURTH  EDITION,  REVISED  AND  ENLARGED 


1911 

THE   BANKERS   PUBLISHING   CO. 
253   Broadway,  New  York 


Copyright,  1911 
The  Bankers  Publishing  Co. 


Introduction. 

ADVERTISING,  once  looked  upon  by  some  business  men  as 
an  expense,  is  now  quite  generally  regarded  in  its  proper 
light — as  an  investment. 

The  primary  purpose  of  most  advertising  is  to  increase  business. 

Some  advertising  is  done  with  other  objects  in  view,  but  in  most 
cases  now-a-days  every  dollar  spent  in  advertising  is  expected  to 
come  back,  sooner  or  later,  bringing  many  others  with  it. 

Advertising  is  by  no  means  a  fixed  science.  There  are  no  set 
rules  the  observance  of  which  will  insure  success  to  the  advertiser. 

But  experience  is  a  good  teacher,  and  it  need  not  all  be  your 
own  experience.  In  the  past  few  years  there  has  been  a  wonderful 
advance  in  advertising  knowledge  and  progress  has  been  made  in 
the  facilities  for  the  preparation  and  distribution  of  advertising 
matter  to  such  an  extent  that  advertising  means  much  more  than  it 
did  even  a  decade  ago. 

The  fundamental  principles  involved  in  financial  advertising 
do  not  differ  from  those  of  advertising  in  general.  However,  there 
are  some  things  in  financial  publicity  that  require  special  emphasis. 
Hence  this  book. 

All  advertising  should  be  confidence  inspiring,  but,  more  than 
any  other  class  of  advertising,  that  of  financial  or  investment  insti- 
tutions must  have  this  quality. 

When  a  man  turns  over  his  money  to  the  care  of  another  and  in 
return  gets  for  the  time  being  nothing  more  tangible  than  a  promise 
to  return  it  with  interest  at  some  future  time,  he  needs  the  strongest 
kind  of  assurance  concerning  the  integrity  and  business  ability  of 
the  men  who  make  such  a  proposition  to  him. 

A  good  deal  has  been  said  about  the  necessity  for  dignity  in 
financial  advertising.  It  is  right,  there  should  be  dignity,  and  the 
chief  reason  is  because  that  helps  to  inspire  confidence. 

At  the  same  time  the  advertising  must  not  be  so  dignified  that 
it  lacks  in  human  interest,  persuasiveness  and  the  power  of  convic- 
tion. In  short,  the  problem  is  how  to  combine  the  right  amount  of 
dignity  with  the  requisite  "pulling  power." 

It  is  to  help  solve  this  problem  that  this  book  has  been  written 
and  is  placed  in  the  hands  of  those  upon  whom  falls  the  responsi- 
bility of  promoting  the  business  of  financial  and  investment  insti- 
tutions by  advertising. 


The  value  of  advertising  is  not  to  be  measured  only  by  the 
direct  returns  from  advertisements. 

Honest,  continuous  advertising  and  making  good  on  promises 
helps  to  create  for  advertisers  good  will — an  asset  of  intangible 
but  very  real  value. 

There  are  many  other  things  that  go  to  create  and  maintain 
prestige  or  good  will  for  a  business,  but  the  right  kind  of  advertis- 
ing is  the  principal  means  to  that  end. 

While  it  cannot  be  measured  by  the  yard  stick  nor  expressed  in 
dollars  and  cents,  good  will  has  an  acknowledged  value.  A  recent 
court  decision  placed  a  valuation  of  $1,000,000  upon  the  trademark 
of  a  certain  very  large  advertiser.  A  considerable  expenditure  for 
general  advertising,  continued  over  a  period  of  years,  gave  that 
trademark  its  great  value. 

It  will  work  just  the  same  in  your  business  if  you  are  a  per- 
sistent advertiser  and  everybody  connected  with  your  institution 
uses  his  best  efforts  to  carry  out  the  promises  of  courteous  and  con- 
siderate treatment  made  in  the  advertising.  All  employes  must 
Lave  a  proper  conception  of  the  importance  of  each  customer's 
good  will  and  a  sincere  desire  to  gain  it. 

There  is  such  a  thing  as  the  cumulative  effect  of  continuous  ad- 
vertising. The  first  time  a  person  reads  your  advertisement  he 
may  not  be  in  a  position  to  act  favorably  upon  the  suggestion  you 
make.  In  fact,  he  may  not  be  ready  for  months,  but  if  you  have 
kept  your  name  before  the  public  and  used  your  advertising  space 
to  good  advantage  by  filling  it  with  interesting,  informing,  convinc- 
ing copy,  frequently  changed,  you  have  held  that  man's  attention 
and  when  he  is  prepared  to  do  as  you  suggest  you  are  very  likely  to 
get  his  business. 

There  is  a  secondary  advertising  of  much  value  that  comes  to  the 
regular  and  steady  advertiser.  It  arises  from  the  daily  talk  of  the 
community  when  the  name  of  your  institution  or  company  has  be- 
come a  household  word  through  persistent  publicity.  When  you 
have  reached  a  point  where  the  people  take  up  your  advertising  and 
voluntarily  help  to  make  your  business  better  known,  you  are  for- 
tunate indeed. 

It  is  the  hope  of  the  author  that  in  setting  down  in  this  book 
some  of  the  results  of  wide  experience  and  observation  in  the  field 
of  financial  advertising  from  the  standpoint  of  advertiser,  agent 
and  publisher — he  has  done  something  which  will  prove  of  lasting 
value  to  others  in  this  field. 

T.  D.  MACGREGOR. 
NEW  YORK,  March,  1908. 


Contents. 


INTRODUCTION. 

The  purpose  of  advertising.  Fundamental  principles.  Inspiring  con- 
fidence. Building  good-will.  Cumulative  value  of  continuous  ad- 
vertising. Dignity  and  results. 

CHAPTER  I.  PAGB 

THE    TECHNICAL    FOUNDATION 1 

The  importance  of  copy.  How  to  write  advertisements  that  pull.  The 
"outside"  attitude.  The  personal  element.  Originality.  Study  of 
proposition.  Talking  points.  Space.  Display.  Illustration.  Head- 
lines. Condensation.  Value  of  trademark  or  emblem.  The  strength 
of  simplicity.  Harmony  in  style.  The  type  layout.  Proofreader's 
symbols.  Complete  glossary  of  advertising  and  printing  terms. 

CHAPTER  II. 

ADVERTISING    MEDIUMS i 17 

Full  discussion  of  the  relative  value  as  advertising  mediums  of  news- 
papers, magazines,  street  cars,  billboards,  novelties,  etc.  Morning 
and  evening  papers.  Appealing  to  women.  "Quantity"  and  "qual- 
ity" circulation. 

CHAPTER  III. 

BOOKLETS  AND  HOUSE  ORGANS 29"- 

How  to  prepare  effective  advertising  literature  of  a  more  pretentious 
nature.  Choosing  the  title.  Exciting  interest  and  holding  attention. 
Making  the  message  personal.  The  use  of  the  imperative.  Value  of 
the  coupon.  "Do  it  now."  Getting  cash-with-order  replies.  Spe- 
cially interested  readers.  Good  typography  essential.  Simple  words.. 
Enthusiasm. 


CHAPTER  IV. 

ADVERTISING  A  COMMERCIAL  BANK 42 

Deposits  the  life  blood  of  a  bank's  business.  Inspiring  confidence  and 
educating  people  about  banking.  Advertising  inertia  and  momentum. 
Advertising  is  insurance.  Telling  people  things  they  already  know. 
Human  consideration.  Individuality.  Advertising  to  other  banks. 
Illustrations  of  "educational"  bank  advertising.  General  publicity 
not  enough.  Changing  copy.  Several  score  of  effective  talking  points 
and  how  tr.  develop  them. 

CHAPTER  V. 

SAVINGS  BANK  ADVERTISING 62 

The  broad  field  of  the  savings  bank.  Possibilities  of  human  interest. 
Space  and  frequency  of  insertions  in  newspaper  advertising.  Form 
letters  and  circulars.  Concrete  examples  of  how  real  people  save 
money.  How  interest  makes  money  grow.  Many  talking  points. 
"Inspirational"  copy.  Interesting  the  children.  Home  banks  as 
advertisements.  Advertising  for  the  future.  Large  scale  saving. 
How  not  to  do  it.  Banking  by  mail.  Telling  the  whole  story. 
Strong  savings  literature  that  has  won  out.  Full  illustrations. 

CHAPTER  VI. 

TRUST  COMPANY  ADVERTISING 89 

Most  successful  trust  companies  are  good  advertisers.  Explaining  the 
services  offered.  Planning  p.  complete  series  of  advertisements.  Ex- 
ploiting various  departments — savings,  women's  accounts,  banking  by 
mail,  etc.  Sample  advertisements,  booklet,  and  full  list  of  talking 
points.  Illustrated. 

CHAPTER  VII. 

SAFE  DEPOSIT  ADVERTISING 105 

The  tangible  service  of  the  Safe  Deposit  Company.  The  dangers  of 
being  unprotected.  Scaring  people  into  renting  a  safe  deposit  box. 
Describing  the  vault's  security.  A  Safe  Deposit  booklet.  A  dozen 
sample  advertisements. 

CHAPTER  VIII. 

INVESTMENT    ADVERTISING 119 

Knowledge  of  proposition  and  human  nature.  Literary  skill.  The 
appeal  to  self  interest  and  ambition.  Use  of  portrait.  Study  of 
logic,  psychology,  legal  rules  of  evidence  and  principles  of  argumen- 
tation. Stock  brokers'  publicity.  New  idea  in  bond  advertising. 
Telling  about  investments.  Scientific  advertising.  Kinds  of  financial 
advertising.  Outline  of  campaign.  Properly  constructed  advertise- 
ments. A  talk  on  confidence. 


CHAPTER  IX.  PAGE 

REAL  ESTATE   ADVERTISING 136 

Land  a  fundamental  necessity.  The  broad  field  before  the  real  estate 
advertiser.  The  situation  in  New  York  City  and  suburbs.  Outline 
of  a  successful  campaign.  Getting  the  inquiry.  Turning  prospects 
into  customers.  The  buying  plan.  Presenting  case  thoroughly. 
Tell  the  truth.  Importance  of  clearness  and  enthusiasm.  The  dealer 
and  the  broker.  "See  the  property."  Advertising  mediums.  Classi- 
fied advertising.  Booklets  and  follow-up  letters.  Photographs. 
Testimonials.  References.  Buying  lots  on  the  instalment  plan. 
Houses  for  homes  and  rental.  Selling  farm  land.  Complete  list  of 
talking  points  for  all  classes  of  real  estate.  Samples  of  effective 
ads.  and  some  result-getting  literature  for  farm  land  and  suburban 
residence  property  advertising.  Wood,  Harmon  &  Co.  Good  and 
poor  realty  advertising  illustrated. 

CHAPTER  X. 
INSURANCE  ADVERTISING l6l 

Insurance  a  strongly  competitive  business.  Helping  the  solicitor.  The 
Hartford  Fire  Insurance  Company's  plan.  Advertising  provides  an 
introduction.  Uncovering  prospects.  Creating  a  demand.  The  local 
agent's  advertising.  The  limits  of  personal  influence  in  business. 
A  fire  insurance  advertising  campaign.  Newspapers,  circulars,  win- 
dow displays.  "Who  carries  your  insurance?"  Facts  about  com- 
panies. Service  rendered.  The  Prudential  advertising.  An  aggres- 
sive agent.  Good  and  bad  insurance  advertisements.  Some  talking 
points. 

CHAPTER    XI. 

EFFECTIVE  BUSINESS  LETTERS 174 

Business  correspondence  a  part  of  advertising.  A  substitute  for  per- 
sonality. Most  business  letters  lacking  in  "selling  force."  Mail 
order  business  and  the  growth  of  the  "follow  up"  system.  Direct- 
ness, clearness  and  brevity.  Getting  away  from  stereotyped  forms. 
Stirring  up  the  natural  desire  of  your  customers.  The  proper  stand- 
point. Proving  statements.  Enthusiasm.  Common  sense.  Definite- 
ness.  A  follow-up  plan.  The  card  record.  A  score  of  model  letters. 
Conclusion. 


CHAPTER   I. 

The  Technical  Foundation. 

A  STUDY  of  "copy"  and  the  actual  preparation  of  advertising 
matter  naturally  precedes  the  consideration  of  the  broader 
subject  of  methods  and  the  complete  campaign. 

So  we  begin  with  a  few  suggestions  on  how  to  write  an  adver- 
tisement. 

No  matter  how  large  the  space  or  the  circulation  you  pay  for  or 
how  favorable  the  rates  you  secure,  you  are  not  getting  your 
money's  worth  if  the  copy  (i.  e.  the  text  matter  of  the  advertise- 
ment) is  weak  or  defective  in  any  way. 

Copy  must  do  more  than  fill  space.  It  must  "pull/*  bring  re- 
sults. 

Good  copy  is  not  mechanical.  It  cannot  be  ground  out  of  a 
hopper.  If  it  could,  there  would  be  no  need  to  study  the  problem 
of  salesmanship  on  paper.  You  could  just  buy  good  copy  as  easily 
as  you  can  printing. 

Financial  advertising  copy  can  not  be  too  strong,  concise  and 
original.  It  is  not  enough  for  the  writer  to  know  the  inside  facts 
about  his  particular  proposition. 

Indeed,  strange  as  it  may  seem,  you  may  be  too  close  to  your 
own  business  to  realize  its  strongest  advertising  points. 

That  is  the  trouble  with  a  good  many  bankers  and  other  busi- 
ness men  when  it  comes  to  handling  their  own  advertising. 

They  do  not  see  themselves  and  their  business  as  others  see 
them. 

They  are  so  immersed  in  the  inside  details  of  their  institution's 
activities  that  it  is  hard  for  them  to  look  at  things  from  the  broader 
standpoint  of  the  disinterested  outsider. 

It  will  pay  you  to  cultivate  that  valuable  "outside"  attitude, 
the  viewpoint  of  the  disinterested  man  or  woman — your  prospective 
customer.  Don't  look  at  the  proposition  entirely  from  your  stand- 
point. Put  yourself  in  the  other  fellow's  place. 

Emphasize  "you"  and  "your"  in  the  copy,  not  "we"  and  "our." 

Get  the  "you"  habit  in  your  advertising.  It  is  polite,  and  it  is 
good  business,  too. 

The  personal  element  is  one  of  the  most  effective  factors  in 
advertising,  but  it  must  be  used  with  good  taste. 


2  P.USHZNG  YQtTR  BUSINESS. 

It  is  all  right  to  read  the  advertising  matter  of  others  for  sug- 
gestions, but  do  not  slavishly  adapt  ideas  and  phrases  that  seem  to 
fit  your  case.  It  is  better  to  be  original.  Have  initiative.  Explore 
your  own  proposition  for  new  ideas.  Then  express  them  brightly 
and  with  all  the  literary  skill  you  can  command. 

Make  your  advertising  interesting  and  educating. 


THE  ACTUAL  PREPARATION. 

As  far  as  the  actual  preparation  of  an  advertisement  is  con- 
cerned, no  fixed  rule  can  be  laid  down  as  to  detail  of  method. 
There  are  as  many  different  ways  of  doing  it  as  there  are  successful 
advertisement  writers. 

Probably  no  two  writers  go  about  it  in  the  same  way  when  they 
sit  down  to  prepare  an  advertisement.  But  experience  has  proved 
the  wisdom  of  certain  methods  and  has  established  some  general 
principles. 

Study  every  phase  of  your  proposition  thoroughly.  Then  set 
down  in  black  and  white  all  the  talking  points  that  occur  to  you. 

Omit  no  fact  or  argument  that  might  possibly  be  used  to  ad- 
vantage. 

With  this  list  of  talking  points,  you  have  your  material  ready. 
The  next  step  is  to  outline  a  plan  for  the  particular  piece  of  ad- 
vertising in  hand,  be  it  a  series  of  newspaper  advertisements,  a 
circular  or  a  booklet. 

In  a  newspaper  series  the  first  thing  to  determine  is  the  size 
of  the  space  to  be  used.  In  deciding  this  point,  remember  that 
if  you  have  not  an  appropriation  large  enough  to  warrant  the  con- 
tinuous use  of  fairly  large  space,  it  is  better  to  use  a  small  space 
regularly  and  frequently  than  very  large  space  at  spasmodic  in- 
tervals. 

When  it  is  planned  to  run  a  complete  series,  each  individual 
advertisement  should,  if  possible,  emphasize  a  different  point,  al- 
though it  is  well  sometimes  to  summarize  other  points,  the  theory 
being  that  there  are  always  some  readers  who  have  not  seen  preced- 
ing advertisements  and  who  may  not  see  later  ones. 

In  case  of  a  pure  type  display  advertisement,  that  is,  one  in 
which  no  drawing  or  design  cut  is  used,  the  next  important  thing 
is  to  create  a  suitable  heading  for  the  advertisement. 

There  are  very  few  persons  who  read  through  the  copy  of  all 
the  advertisements,  but  there  are  many  who  see  all,  or  nearly  all, 


THE  TECHNICAL  FOUNDATION.  3 

of  the  heavy  headlines.  So  the  wise  thing  to  do  is  to  state  your 
case  clearly  in  the  headlines. 

"The  meat  at  the  top"  is  the  rule  for  good  headlines  just  as 
much  in  an  advertisement  as  in  a  news  article.  By  constant  prac- 
tice the  advertisement  writer  can  learn  to  tell  his  whole  story  in  the 
headlines  and  thus  get  a  bigger  circulation  for  his  announcement, 
the  head  at  the  top  and  the  name  of  the  advertiser  at  the  bottom 
making  in  themselves  a  complete  advertisement  for  the  benefit  of 
the  nearsighted  and  cursory  readers  of  the  paper. 

Here  are  some  good  headlines  for  advertisements: 

BOND  BARGAINS. 

NOW    IS  TPIE   INVESTOR'S   OPPORTUNITY. 
REGULAR  INCOMES   FROM  NEW  YORK  REAL  ESTATE. 
WHEN   YOU    HAVE    SAVED   $100    GET   A   CERTIFICATE    OF 
DEPOSIT. 

IT  IS  EASY,  SAFE  AND  PROFITABLE  TO  BANK  BY  MAIL. 

Having  chosen  a  suitable  head,  you  have  the  subject  of  your 
advertisement.  Pick  out  the  talking  point  or  points  you  wish  to 
develop.  Then  sit  down  and  write  as  fast  as  the  ideas  come  to 
you.  Never  mind  the  length,  drive  your  pencil  as  fast  as  it  will 
go.  Get  your  ideas  down  before  they  escape  you. 

Give  real  arguments  and  reasons,  not  just  bald,  unsupported 
statements.  Be  logical  and  consistent. 

When  you  have  written  yourself  out  on  that  particular  subject, 
rewrite  your  composition. 

Cut  out  all  unnecessary  words.  Condense.  Boil  it  down,  but 
not  too  much. 

Rewrite  your  advertisement  in  the  shortest,  simplest,  strongest 
words  that  come  to  you.  If  you  have  difficulty  in  choosing  words 
have  a  synonym  book  at  your  elbow  and  use  it. 

It  is  better  to  use  short,  easy-reading  paragraphs — like  these. 

There  are  several  reasons  why  this  wholesale  pruning  process 
is  a  good  thing.  It  saves  valuable  space,  makes  easy  reading  and 
permits  more  effective  display. 

ABOUT  ILLUSTRATIONS. 

The  use  of  a  good  illustration  may  add  50  per  cent,  to  the 
"pulling"  power  of  an  advertisement. 


4  PUSHING  YOUR  BUSINESS. 

In  the  first  place,  a  good,  strong  illustration  serves  as  an  eye- 
catcher.  Then  it  may  present  an  argument  in  itself.  It  can  be 
made  so  striking  that  it  will  hammer  in  a  point  indelibly  and  prove 
of  more  value  than  the  rest  of  the  advertisement. 

For  example,  a  real  estate  company  could  embellish  its  adver- 
tisement of  some  suburban  residence  property  with  such  an  at- 
tractive view  of  one  of  the  homes  that  descriptive  words  or  per- 
suasive argument  would  be  almost  unnecessary. 


THE 

KEYSTONE 
NATIONAL 

BANK  / 

I       *S 

PITTSBURG/ 


Good  Use  of  Trademark. 


A  savings  bank,  by  using  a  cut  to  show  a  page  of  a  pass  book, 
could  illustrate  graphically  how  savings  grow. 

A  good  illustration  tells  its  story  at  a  glance,  a  story  intelligible 
to  young  and  old  alike,  to  the  educated  and  the  illiterate.  It  can 
touch  the  feelings  and  lead  to  favorable  action  in  the  direction 
suggested — often  more  quickly  than  an  appeal  to  reason,  because 
most  persons,  men  as  well  as  women,  act  more  upon  impulse  than 
they  do  as  the  result  of  cold  logic. 

There  must  always  be  a  close  connection  between  the  idea 
brought  out  by  the  illustration  and  the  thought  expressed  in  the 
copy  of  the  advertisement.  Unless  this  rule  is  observed,  there  will 


THE  TECHNICAL  FOUNDATION.  5 

be  waste  motion,  so  to  speak,  in  the  advertising.  The  picture  of  a 
pretty  girl  or  of  a  beautiful  piece  of  scenery  probably  will  attract 
passing  attention,  but  unless  the  illustration  is  tied  up  in  some 
way  with  the  copy,  it  will  not  help  the  advertisement.  On  the  con- 
trary, it  is  more  likely  to  injure  it  by  distracting  attention  from  the 
main  purpose  of  the  announcement. 

It  is  not  necessary  for  the  advertisement  writer  to  be  an  artist, 
too,  but  he  should  have  ideas  and  be  able  to  sketch  them  up  roughly 
so  that  an  artist  can  readily  see  the  point  and  carry  it  out  effect- 
ively. 

The  regular  use  of  a  trademark  cut  in  advertising  is  good  be- 
cause, besides  serving  to  draw  attention  to  the  notice,  it  identifies 
the  advertisement  so  that  even  if  not  always  read,  an  unconscious 
influence  is  exerted  upon  the  mind  of  the  reading  public.  It  helps 
build  up  a  prestige,  a  good  will,  for  the  advertiser  which  may  be- 
come one  of  his  most  valuable  assets. 

If  you  adopt  and  use  continuously  a  certain  distinctive  style  of 
type  "set  up"  in  your  advertisements  you  will  get  some  valuable 
secondary  or  indirect  advertising.  By  creating  a  style  of  your  own 
you  get  more  than  you  pay  for  because  in  this  way  you  get  the  full 
benefit  of  the  cumulative  effect  of  all  your  preceding  publicity. 

The  emblems  of  some  banks  are  so  well  known  that  if  they 
appeared  in  the  newspapers  or  the  street  cars  without  a  word  of 
type  most  of  those  who  saw  them  would  know  what  they  stood  for. 
That  illustrates  the  cumulative  effect  of  advertising. 

However,  we  are  not  advocating  the  wisdom  of  any  such  course. 
It  should  be  remembered  that  there  is  a  new  generation  constantly 
growing  up  that  must  be  educated  in  the  way  it  should  go  and  the 
best  thing  for  the  advertiser  to  do  it  is  to  keep  hammering  into  the 
minds  of  the  people,  not  only  his  name  and  emblem,  but  also  inter- 
esting facts  about  his  institution  and  the  service  it  offers  the  public. 

In  jhort,  our  advice  is — get  a  good  emblem  to  repre- 
sent you,  make  it  known  by  advertising  and  then  back  up  your  ad- 
vertising by  making  good  on  your  promises  and  by  courteous  and 
prompt  attention  to  the  wants  of  your  customers. 

The  accompanying  cut  shows  a  new  emblem  designed  and  ex- 
ecuted by  the  Publicity  Department  of  the  Bankers  Publishing  Co. 
for  the  Hampden  Trust  Co.  of  Springfield,  Mass.  The  portrait 
used  is  that  of  John  Hampden,  the  sturdy  old  Parliamentarian  of 
the  Seventeenth  century  in  England,  after  whom  Hampden  County 
and,  indirectly,  the  Hampden  Trust  Co.,  were  named. 


PUSHING  YOUR  BUSINESS. 


The  value  of  an  emblem  to  any  financial  institution  lies  in  this 
— it  provides  something  concrete  around  which  the  popular  con- 
ception of  the  institution  can  be  built. 

An  emblem  gives  continuity  and  unity  to  advertising.  It  helps 
create  good  will  for  the  business.  If  it  is  a  good  one,  it  em- 
phasizes, either  directly  or  by  subtle  inference,  some  valuable 
feature  of  the  institution  or  of  the  service  it  renders.  For  ex- 
ample, in  this  Hampden  emblem  the  portrait  of  honest  John 
Hampden  "connotes"  that  the  Hampden  Trust  Company  is  likewise 
of  strong  character  and  a  faithful  guardian  of  the  people's  inter- 
ests. The  Rock  of  Gibraltar,  used  as  a  trade  mark  by  the  Pru- 
dential Insurance  Co.,  connotes  strength,  of  course;  the  dog  em- 
blems used  by  some  institutions  stand  for  fidelity,  and  so  on. 


An  Emblem  that  "Connotes"          Emblem  Chosen  by  Live  Stock  National 

Something.  Bank,  South  Omaha,  after  a  Prize  Competition- 

Not  the  least  advantage  of  using  a  good  emblem  in  adver- 
tising is  that  the  design  serves  as  an  eye-catcher,  drawing  attention 
to  an  announcement  that  otherwise  might  escape  the  notice  of 
many  readers. 

HARMONY  IN  STYLE. 

Do  not  use  several  different  styles  of  type  in  one  adveitisement, 
and  always  remember  that  there  is  great  strength  in  simplicity. 

Do  not  overlook  the  value  of  display  obtained  by  the  liberal 
use  of  white  space. 

It  is  always  well  in  sending  copy  to  the  printer  to  make  a 
"layout"  similar  to  that,  shown  on  page  9-  It  help  the  printer 
to  carry  out  accurately  the  idea  you  have  in  your  mind  and  insures 
a  better  looking  advertisement.  That  is,  in  case  you  have  studied 


THE    TECHNICAL    FOUNDATION.  7 

the  matter  and  know  something  about  what  you  do  want.     Other-     •• 
wise  it  is  better  to  leave  it  to  the  judgment  of  the  printer. 

Always  ask  to  see  proof.  Otherwise  you  may  be  made  to  say 
some  embarrassing  things  in  your  advertisements,  and  mistakes  will 
occur  even  then,  if  you  are  not  very  careful  in  reading  proof. 

PROOFREADER'S   MARKS. 

For  your  convenience  in  learning  to  read  proof,  the  usual  proof- 
reading symbols  and  their  meaning  are  reproduced  here. 

*j       Delete;  take  out  or  expunge. 
/\       Left  out;  insert. 

Q      Colon. 
j 

ffi       A  space,  or  more  space,  between  lines  or  letters. 

^^       Less  space  between  words  or  letters. 
"""/      Hyphen. 

C       Bring  a  word  or  words  to  the  beginning -of  a  line;  also,  make  a  new 
paragraph, 

X>  Directs  attention  to  a  broken  or  imperfect  type. 

O  Period. 

\J  Even  spacing. 

D  Indent. 

C)  Turn  a  reversed  letter. 

I,  Push  down  space. 

'—*>  No  space  between  words  or  letters;  close   up. 

«/  Comma. 

\^/  Apostrophe. 


PUSHING  YOUR  BUSINESS. 
l-Ll     One-em  dash. 

Two-em  dash. 
Quotation. 

Straighten  a  crooked  line  or  lines. 

Directs  attention  to  a  quadrat  or  space  which  improperly  appears. 

Sink  or  depress  a  letter,  word,  or  character  raised  above  the  proper 
level. 

Carry  a  word  farther  to  the  left  or  to  the  right. 

Elevate  a  letter,  word  or  character,  that  is  sunk  below  the  proper 
I""!  level. 

|         Shows  that  a  portion  of   a  paragraph  projects   laterally  beyond 
the  rest. 

|J        Make  a  new  paragraph. 

-  Put  in  Italic;  also  change  according  to  the  mark  in  the  margin,  as 

from  Italic  to  Roman  or  from  Roman  to  Italic. 

=       Put  in  small  capitals. 
£S       Put  in  capitals. 

....       Restore    or   retain    words    being    crossed    out,   stet   being    usually 
written  in  the  margin,  meaning  "Let  it  stand." 

wf.      Wrong  font,  used  when  a  character  is  of  wrong  size  or  style, 
tr.        Transpose. 

I.e.       Lower  case;  that  is,  put  in  small  or  common  letters  a  word  that 
has  been  printed  in  capitals  or  small  capitals. 

s.caps  Put  in  small  capitals, 
qy.or?  Query;  is  this  right? 
out  sc  Words  are  omitted,  or  are  wanting,  see  copy. 

These  are  a  few  technical  points  that  it  would  be  well  for  you 
to  master  if  you  are  planning  to  conduct  your  own  advertising,  and 
the  knowledge  will  not  come  amiss  if  you  delegate  the  actual  de- 
tails of  preparation  to  somebody  else.  You  are  the  one  that  has 
to  pay  the  bills  and  cannot  know  too  much  about  what  you  are  pay- 
ing for  in  promoting  your  business. 


Layout  for  an  Advertisement. 


10  PUSHING  YOUR  BUSINESS. 

GETTING  EXPERT  HELP. 

* 

A  good  advertising  agent  or  an  expert  advertising  writer  is 
worth  more  than  he  costs  you,  because  he  helps  you  to  save  and  to 
make  more  money  than  you  would  without  him. 

To-day  there  are  specialists  in  the  preparation  and  handling 
of  advertising  just  as  there  are  in  every  other  line.  It  pays  to 
consult  and  to  employ  them  even  if  your  advertising  appropriation 
is  a  small  one.  If  your  business  is  large  enough  to  warrant  it,  you 
need  an  advertising  expert  of  your  own.  But  even  in  that  case, 
the  advertising  preparation  bureau  and  the  agency  that  places  ad- 
vertising will  be  of  the  greatest  service  to  you. 

A  knowledge  of  the  results  of  the  experience  of  many  other 
financial  advertisers  on  such  important  matters  as  copy,  mediums 
and  methods  is  placed  at  your  instant  command  when  you  employ 
expert  service  of  this  kind. 

Banks  and  investment  houses  that  advertise  nationally  place 
their  business  through  advertising  agents  because  they  are  thus 
relieved  of  all  detail  work  in  connection  with  their  publicity  and 
pay  nothing  for  the  service,  as  the  agent  is  reimbursed  for  his 
work  by  the  commissions  he  receives  from  the  publishers  of  the 
magazines  and  other  mediums  used. 

For  the  convenience  of  readers  and  students  not  familiar  with 
printing,  publishing  and  advertising  terminology,  we  print  the  fol- 
lowing : 

GLOSSARY  OF   TERMS  COMMONLY  USED   IN 
ADVERTISING. 

ADVERTISING  AGE  XT. — One  who  handles  advertising  for  another.  Some 
agents  are  just  "space  brokers,"  getting  their  pay  entirely  in  commis- 
sions from  publications  and  those  controlling  advertising  privileges. 
Others  have  copy  and  art  departments  and  give  their  clients  service  in 
the  preparation  of  advertising  matter  as  well  as  in  the  mechanical  de- 
tails of  an  advertising  campaign. 

AGATE  LINE. — A  line  of  agate  type.  It  is  used  as  a  measure  of  advertising 
space,  fourteen  agate  lines  being  allowed  to  an  inch,  single  column. 

ANTIQUE  FINISH.— -Term  used  when  paper  is  not  calendered. 
APPROPRIATION. — An  amount  of  money  set  aside  for  advertising  expense. 

BOLDFACE  OR  BLACKFACE  TYPE. — A  type  having  a  conspicuous  or  heavy  face, 

like  this— Boldface 
BORDER. — A  rule  or  design  used  around  an  advertisement  or  plate. 


THE  TECHNICAL  FOUNDATION.  11 

BREAK-LINE. — The  last  line  of  a  paragraph  if  it  contains  a  blank  space. 

CALENDERED  PAPER. — Paper  that  has  been  given  a  glazed,  glossy  or  wavy 
appearance  by  an  ironing  machine  consisting  of  two  or  more  heated 
cylinders. 

CAMPAIGN. — A  complete  plan  of  advertising.  Also  the  carrying  out  of  the 
plan  in  all  its  details. 

CAPS. — Capital  letters. 

CAPTION. — A  title,  or  explanatory  paragraph  at  the  beginning  of  a  para- 
graph or  article. 

CHASE. — A  rectangular  iron  frame  in  which  pages  or  columns  of  type  or 
other  type  matter  are  imposed  preparatory  to  printing,  stereotyping 
or  electrotyping. 

CHECKING  UP. — Verifying  insertions  of  advertisements  before  paying  bills 
for  the  advertising. 

CIRCULATION. — The  circulation  of  a  publication  means  the  total  number  of 
copies  printed  and  distributed  to  readers.  The  circulation  of  bill- 
boards, street  car  advertising,  etc.,  means  the  number  of  people  who 
see  the  advertising. 

CLOSING  DATE. — The  date  upon  which  a  periodical  locks  up  its  forms  prep- 
aratory to  going  to  press.  Every  publication  has  a  fixed  time  every 
month,  week  or  day  after  which  it  is  impossible  to  accept  copy  of  ad- 
vertisements for  that  issue. 

COLOR  WORK. — Copy  printed  in  more  than  one  color,  usually  done  on  a 
color  press,  and  with  several  impressions. 

COMPOSITION. — The  setting  up  of  type  and  arranging  it  for  printing. 
COMPOSITOR. — A  typesetter. 

CONDENSED. — When  type  is  very  "lean"  it  is  called  condensed.  The  basis  of 
measurement  is  the  length  of  line  all  the  lower-case  letters  from  a  to 
z,  inclusive,  make  when  put  together. 

COPT. — Manuscript  (written  or  typewritten)  or  printed  matter  to  be  set 
up  in  type.  Or,  a  photograph,  drawing  or  other  article  of  which  a  cut 
is  to  be  made. 

CROPPING. — Cutting  the  edges  of  a  negative  or  photograph  so  that  a  plate 
can  be  made  with  the  desired  proportionate  reduction  from  the  orig- 
inal copy. 

CUT. — An  engraved  block  or  plate.  Also  the  impression  from  such  a  plate. 

DESIGN. — The  name  given  to  the  drawing  or  "art  work"  portion  of  an  illus- 
trated advertisement,  or  of  the  cover  of  a  booklet. 

DISPLAY. — The  method  used  to  make  an  advertisement  stand  out  conspicu- 
ously. It  can  be  done  by  large  type,  striking  design,  liberal  use  of 
white  space  or  unusual  arrangement. 

DISPLAY  TYPE. — Large  type  used  for  heads  or  lines  in  advertisements  or 
other  parts  to  be  especially  emphasized. 


12  PUSHING  YOUR  BUSINESS. 

DUMMY. — A  working  plan  of  a  book,  circular,  etc.,  used  to  convey  an  idea 
of  the  size,  form,  stock  and  other  particulars.  It  is  used  as  a  basis  for 
cost  estimates  and  to  show  how  the  completed  work  will  look. 

ELECTRO,  ELECTROTYPING. — A  duplicated  copy  of  an  engraving  or  type  form, 
made  by  suspending  a  wax  copy  in  a  solution  of  copper  sulphate  to- 
gether with  a  plate  of  copper.  An  electric  current  deposits  the  copper 
on  the  impression,  which  is  backed  with  a  stiff  metal,  trimmed  and 
blocked  ready  for  the  press;  a  means  of  duplicating  plates  and  type 
matter  by  a  combined  chemical  and  electrical  process.  Electros  are 
more  durable  than  some  other  printing  plates. 

E.  O.  D. — Every  other  day,  meaning  that  an  advertisement  is  to  run  alter- 
nate days  in  a  daily  paper. 

E.  O.  W. — A  mark  meaning  that  an  advertisement  is  to  run  every  other 
week  in  a  'weekly  publication. 

EM. — The  portion  of  R  line  formerly  occupied  by  the  letter  m,  then  a  square 
type,  used  as  a  unit  by  which  to  measure  the  amount  of  printed  matter 
on  a  page;  the  square  of  the  body  of  a  type. 

ENAMELED  PAPER. — This  is  produced  by  a  coating  of  glue  and  China  clay, 
which  fills  up  the  pores  of  the  paper. 

ETCHING. — Producing  designs  or  figures  on  a  metal  plate  by  means  of  lines 
eaten  in  or  corroded  by  means  of  a  strong  acid. 

EXTENDED. — When  type  is  very  "fat,"  as  in  display  type,  it  is  said  to  be 
extended.  See  "Condensed"  above. 

FACE. — The  style  or  cut  of  a  type  or  font  of  type.    The  printing  surface. 

POLIO. — The  page  number  at  the  top  or  bottom  of  a  page,  even  number 

always  on  the  left,  odd  on  the  right  hand  side. 
FOLLOW  TJp. — Personal  and  form  letters,  circulars,  mailing  cards,  personal 

visits,  and,  in  short,  the  whole  system  by  which  inquiries  are  turned 

into  orders,  inquirers  into  customers.  A  very  important  part  of  modern 

advertising. 
FONT. — A  complete  assortment  of  printing  type   of  one  size,  including  a 

due  proportion  of  all   the  letters    in    the   alphabet,  large  and   small, 

points,  accents,  and  whatever  else  is  necessary  for  printing  with  that 

variety  of  types. 
FORM. — The  type  or  other  matter  from  which  an  impression  is  to  be  taken, 

arranged  and  secured  in  a  chase,  ready  for  printing. 

FORMS  CLOSE.— See  "Closing  Date." 

FORM  LETTER. — A  letter  prepared  in  advance  and  kept  in  stock  to  be  sent 
to  inquirers  or  as  part  of  a  follow-up  system.  They  are  usually  type- 
written or  printed  in  imitation  of  typewritten  letters,  space  being  left 
at  the  top  to  fill  in  the  date  and  the  address  with  the  same  color  of  ink 
as  the  body  of  the  letter. 

GALLEY. — A  flat,  oblong  tray,  usually  of  brass,  flanged  on  one  or  both 
sides  and  at  one  end,  for  holding  composed  type. 

GALLEY  PROOF. — Proof  of  type  matter  as  it  stands  in  galley  form. 


THE  TECHNICAL  FOUNDATION.  13 

HALFTONE. — A  copper  plate  upon  which  is  reproduced  any  photograph, 
wash  drawing,  or  steel  engraving,  which  is  to  be  printed  on  paper.  It 
is  made  by  obtaining,  through  a  ruled  glass  screen,  a  negative  which  is 
then  printed  on  the  plate  and  etched  to  a  suitable  depth  for  printing. 
Halftones  can  be  reproduced  from  wash  or  color  drawings,  oil  paint- 
ings, and  photographs.  Solio  or  other  brown  photographs  will  give  the 
best  result.  The  finer  the  screen  of  a  halftone,  the  cleaner  the  detail. 
Sixty-four  screen  is  the  proper  mesh  for  newspaper  printing.  About 
133  screen  will  give  the  best  result  on  calendered  paper.  One  hundred 
and  fifty  can  be  used  on  coated  paper.  (See  "Screen.") 

HoLDovrn. — Matter  and  copy  held  out  of  one  issue  of  a  publication  for  use 
in  a  later  one. 

IMPOSE. — To  place  and  arrange  type  matter — pages,  plates  and  the  like — in 
proper  position  for  printing. 

IMPRESSION. — The  imprint  made  by  the  pressure  of  the  type  or  plate  on  the 
paper. 

IMPRINT. — The  name  or  other  mark  of  the  printer  to  identify  anything 
printed  by  him. 

INDENTION. — The  setting  in  of  a  line  or  body  of  type  by  a  blank  space  at 
the  beginning  or  left-hand  side,  as  in  the  first  line  of  a  paragraph, 
being  variously  indented  an  em  or  more  according  to  the  length  of  the 
line — the  longer  the  line  the  greater  the  indention.  "Hanging  inden- 
tion" is  used  on  this  page.  It  is  an  equal  indention  of  all  lines  of  a 
paragraph  except  the  first,  which  is  longer  than  the  others  and  hangs 
over  them. 

INQUIRY. — A  request  for  further  information  concerning  something  adver- 
tised. It  is  the  task  of  the  advertiser  to  turn  inquiries  into  orders  or 
business. 

INSERTIONS. — Means  the  number  of  times  an  advertisement  appears  in  a 
publication.  For  example,  "three  insertions  a  week"  means  that  the 
advertisement  appears  three  times  during  the  week. 

JUSTIFY. — To  make  lines  of  type  even  by  proper  spacing. 

KEY. — A  means  of  telling  how  an  advertisement  or  a  medium  pays  the  ad- 
vertiser. Usually  it  is  something  in  the  address  which  differs  in  the 
various  mediums  used.  For  example:  "Dept.  A;"  "Dept.  B;"  "Desk 
5;"  "Suite  105;"  or  "Send  for  booklet  A,"  etc.  A  careful  record  of 
inquiries  and  sales  or  customers  secured  from  each  advertisement  is 
kept  by  a  great  many  advertisers.  It  is  a  wise  thing  to  do,  as  it  en- 
ables the  advertiser  to  spend  his  advertising  appropriation  intelligently. 

KILL. — To  eliminate  copy  or  type-matter  set  up. 

LAYOUT. — An  accurately  drawn  outline  marked  so  that  the  printer  may 
know  exactly  how  to  set  up  an  advertisement,  circular,  etc.  On  it  are 
indicated  the  exact  space,  the  size  of  type,  position  of  cuts  and  other 
information  to  enable  the  printer  to  carry  out  the  ideas  of  the  ad- 
vertiser. (See  illustration  in  this  chapter.) 

L.  C. — Lower  case,  i.  e.,  small  letters. 


14  PUSHING  YOUR  BUSINESS. 

LEAD. — A  thin  strip  of  type  metal,  less  than  type-high,  used  to  separate 

lines  of  type  in  printing. 
LEADED. — Matter    with    proper    leads    dividing    it    for    printing.      Double 

leaded  matter  is  more  likely  to  attract  attention  than  single  leaded. 
LEGEND. — A  title,  or  explanatory  paragraph  placed  under  a  cut  is  a  legend. 

LINE  CUT. — An  engraving  plate  in  which  the  effects  are  produced  by  lines 
of  different  width  and  closeness,  cut  upon  copper,  zinc  or  similar  ma- 
terial. 

LIVE  MATTER. — Any  type  matter  kept  standing  for  future  use. 

LINOTYPE. — A  type  setting  machine,  operated  as  a  typewriter,  which  casts 
the  words  in  lines  from  the  molten  type-metal. 

LITHOGRAPHY. — The  process  of  producing  printed  impressions  from  designs 
or  writing  put  on  stone  with  a  greasy  material,  the  process  depending 
upon  the  antipathy  between  grease  and  water,  which  prevents  a  print- 
ing ink  containing  oil  from  adhering  to  wetted  parts  of  the  stone  not 
covered  by  the  design. 

MAKE  READY. — After  the  type  matter  and  cuts  are  locked  into  the  form, 
printing  cannot  be  started  until  the  form  is  "made  ready"  for  the 
press.  That  is,  if  a  cut  is  too  high  it  must  be  lowered.  If  it  is  too 
low  it  must  be  raised.  If  a  "quad"  or  a  "slug"  sticks  up  it  must  be 
hammered  down.  Everything  to  be  printed  must  be  "type-high,"  so 
that  the  form  will  print  evenly.  Some  of  the  processes  are  "under- 
laying," "overlaying"  and  "cutting  out." 

MAT,  MATRIX.— See  "Stereotype  Plate." 

MATTER. — Written  manuscript  or  anything  to  be  set  in  type;  copy;  also 
type  set  up  and  ready  to  be  used,  or  which  has  been  used  in  printing. 

MEDIUM. — Any  vehicle  of  advertising,  as  a  magazine,  newspaper,  street  car, 
billboard,  calendar,  novelty,  etc. 

MONOTYPE. — A  typesetting  machine  which  sets  each  individual  type  sepa- 
rately and  not  by  lines  as  on  a  linotype. 

MORTISE. — A  portion  of  an  engraved  plate  cut  out  so  that  type  matter  or 
another  plate  may  be  inserted. 

OVERRUN. — To  change  the  arrangement  of  composed  type  by  driving  words 
into  another  line,  or  lines  into  another  column  or  page.  Done  to 
fill  gaps  caused  by  the  cutting  out  of  matter,  or  on  account  of  the 
insertion  of  more  matter. 

Pi. — Type  matter  accidentally  disarranged  so  that  it  cannot  be  used  until 
assorted  and  reset. 

PICA.— See  "Point." 

PICKUP. — Standing  type  matter  to  be  used  again  with  new  matter. 

PLATE. — A  piece  of  metal  upon  which  anything  is  engraved  for  the  pur- 
poses of  printing.  Also  the  impression  from  it. 

POINT,  THE  POINT  SYSTEM. — The  size  of  type  is  now  measured  by  the  point 
system  based  on  the  pica  body,  which  is  divided  into  twelfths,  which 
are  termed  points.  Type  founders  now  cast  type  of  a  uniform  size  and 
height.  Seventy-two  points  or  six  picas  make  one  inch.  This  matter  is 
set  in  eight  point. 


THE    TECHNICAL    FOUNDATION.  15 

PREFERRED  POSITION. — A  location  of  an  advertisement  in  a  magazine  or 
newspaper  which  gives  it  the  advantage  in  getting  the  attention  of 
readers.  Usually  a  higher  rate  is  charged  for  such  position. 

PRESS. — A  machine  which  makes  impressions  of  type  matter  and  plates 
upon  a  printing  surface.  The  smallest  presses'  are  operated  by  hand. 
A  cylinder  press  is  one  in  which  the  impression  is  produced  by  a  re- 
volving cylinder  under  which  the  form  passes.  Sometimes  the  stereotype 
plates  are  curved  around  a  cylinder,  instead  of  resting  on  a  flat  bed. 
All  fast  printing  is  done  on  cylinder  presses. 

PROOF. — A  trial  impression  from  type  or  plate  taken  for  correction  or  ex- 
amination. 
PROOF-READER. — One  who  reads  proof  and  makes  corrections  thereon. 

PULL. — A  term  used  in  speaking  of  the  results  obtained  from  an  advertise- 
ment, as  "The  ad.  pulled  well." 

PURE  READING  MATTER. — News  or  general  articles  in  a  newspaper  or  mag- 
azine. Position  for  an  advertisement  next  to  pure  reading  matter  is 
desirable  because  in  that  location  the  announcement  is  more  likely  to 
be  seen  and  read. 

QUADS. — Pieces  of  type-metal  lower  than  the  letters,  used  to  fill  out  blank 
lines. 

QUOIN. — A  metal  wedge  used  to  lock  up  a  form  within  a  chase. 

RATE  CARD. — A  printed  list  oi  prices  for  advertising  space,  with  informa- 
tion as  to  discounts,  special  positions,  etc. 

READING  NOTICE. — An  advertisement  set  so  that  it  looks  like  a  news  or  gen- 
eral article.  The  charge  for  such  notices  is  higher  than  for  the  same 
space  in  display  type. 

REAM. — There  are  500  sheets  of  paper  to  a  ream,  but  the  size  of  the  sheet 
and  the  weight  of  a  ream  differ  according  to  the  kind  of  paper. 

REGISTER. — The  correspondence  or  adjustment  of  the  several  impressions  in 
a  design  which  is  printed  in  parts,  especially  in  multi-color  work. 

REVISE. — To  compare  (a  proof)  with  a  previous  proof  of  the  same  matter, 
and  mark  again  such  errors  as  have  not  been  corrected  in  the  type. 

ROUT,  ROUT  OUT. — To  make  alterations  on  an  engraved  plate  by  gouging 

with  a  sharp  tool. 
RULE. — A  thin  plate  of  metal   (usually  brass)   of  the  same  height  as  the 

type,  used  for  printing  lines,  as  between  columns,  for  borders,  or  in 

tabular   work. 
RUN  IN. — To  omit  paragraphs  or  break-lines  to  save  space. 

SCREEN.— In  making  halftones  a  ruled  glass  screen  is  interposed  between 
the  copy  and  the  camera,  producing  a  negative  of  dots  made  by  the 
crossed  lines,  which  gives  the  desired  tone  and  shading  to  the  illustra- 
tion. For  use  in  newspapers  a  coarse  screen  (about  60-line)  is  best. 
For  a  better  grade  of  paper,  as  in  a  magazine,  110  or  120-line  screen 
should  be  used.  On  highly  enameled  paper  a  still  finer  screen  is  de- 
sirable. (See  "Halftone.") 


16  •      PUSHING  YOUR  BUSINESS. 

SELLING  FORCE. — The  strength  of  copy — its  ability  to  induce  action  in  the 
desired  direction  on  the  part  of  readers. 

SET  UP. — To  compose;  to  arrange  type  in  words,  lines,  etc. 

SIGNATURE. — A  letter  or  figure  placed  at  the  bottom  of  the  first  page  of 
each  sheet  of  a  book  or  pamphlet  as  a  direction  to  the  binder  in 
arranging  and  folding  the  sheets.  Also  the  printed  sheet  so  marked, 
or  the  form  from  which  it  is  printed. 

SIZING. — A  vegetable,  resinous  substance  mixed  in  with  the  wood  pulp  from 
which  paper  is  made  to  render  the  paper  suitable  to  take  ink  properly. 

SLUGS. — Very  thick  leads  used  to  blank  out  for  white  space. 

STEREOTYPE  PLATE. — Made  by  setting  movable  type  as  for  ordinary  print- 
ing; from  these  a  cast  is  taken  in  paper  pulp,  or  the  like,  and  upon 
this  cast  melted  type  metal  is  poured,  which,  when  hardened,  makes  a 
solid  page  or  column,  from  which  the  impression  is  taken  as  from  type. 
The  mold  is  made  by  beating  or  pressing  paper  mache  into  a  form  and 
drying  it  quickly.  The  paper  form  is  called  a  mat. 

STICK. — An  instrument  of  metal  which  the  typesetter  holds  in  his  left  hand 
in  which  to  arrange  the  type  in  words  and  lines.  It  has  one  open  side 
and  one  adjustable  end.  The  term  is  sometimes  used  as  a  measure  of 
space.  A  "stick"  of  matter  means  about  as  much  in  length  as  the  av- 
erage newspaper  column  is  wide. 

STONE. — A  stand  or  table  with  a  smooth,  flat  top  of  stone,  commonly  mar- 
ble, on  which  to  arrange  the  pages  of  a  book,  newspaper,  etc.,  before 
printing. 

TAKE. — The  quantity  of  copy  taken  at  one  time  by  a  compositor. 

TALKING  POINTS. — Features  of  a  proposition  that  make  good  arguments  to 
use  in  copy  advertising  it. 

T.  F. — Till  forbid,  meaning  run  the  advertisement  until  a  cancellation  order 
is  received. 

TYPE. — A  raised  letter,  figure,  or  other  character  cast  in  metal  or  cut  in 
wood,  used  in  printing. 

TYPE-HIGH. — The  standard  height  of  type  is  .918  inches.  Anything  of 
that  height  is  therefore,  "type-high." 

TYPE-PAGE. — This  means  the  exact  dimensions  of  the  printed  part  of  a 
page.  It  is  uniform  throughout  a  book. 

TYPOGRAPHY. — Means  the  general  makeup  and  appearance  of  a  piece  of  ad- 
vertising looked  at  from  a  printing  standpoint. 

VIGNETTE. — An  engraving  or  photograph  with  a  border  insensibly  fading 
away. 

'/INC  PLATE. — Made  from  a  negative  taken  from  pen  and  ink  drawing,  type 
matter,  etc.,  by  a  direct  process.    The  negative  is  reproduced  on  a  zinc 
plate  and  etched  to  a  proper  printing  depth. 


CHAPTER  II. 

Advertising  Mediums. 

THERE  are  points  in  favor  of  most  advertising  mediums,  but   / 
some  are  of  a  great  deal  more  value  than  others.     It  is  for 
each    advertiser   to   decide     for     himself    what    medium   or 
mediums   are  best  suited  for  his   proposition.      The   experience   of 
other  advertisers  in  similar  lines  ought  to  be  a  good  guide. 

There  is  a  great  deal  to  be  said  for  the  daily  newspaper  as  an 
advertising  medium.  It  goes  everywhere.  Everybody  reads  it. 
Every  day  it  comes  entirely  fresh  and  new.  The  advertiser  in  it 
makes  his  message  fresh  and  new  daily,  too.  The  newspaper,  it 
is  true,  is  ephemeral,  short  lived,  as  far  as  a  single  edition  is  con- 
cerned, but  it  makes  up  in  the  frequency  of  its  appearance  what  it 
lacks  in  the  permanency  of  the  individual  copy.  Considerably 
more  than  half  of  an  advertising  appropriation  for  any  financial 
institution  or  investment  house  can  be  safely  expended  in  the  news- 
papers. 

As  to  the  relative  value  of  the  morning  or  afternoon  paper,  that 
again  depends  upon  your  proposition.  If  you  are  advertising  an 
investment  involving  quite  a  large  amount,  or  if  you  are  calling 
attention  to  the  facilities  of  your  bank  or  trust  company  in  the 
handling  of  commercial  accounts  or  the  administration  of  estates, 
probably  the  morning  paper  would  be  the  best,  because  it  is  read 
largely  by  the  business  man  on  the  way  to  work  and  at  the  office. 

The  evening  paper  goes  into  the  homes  and  is  read  by  the 
women  as  well  as  the  men.  Conditions  differ  in  different  cities, 
but  this  is  the  general  rule.  The  big  department  stores,  than 
which  there  are  no  shrewder  advertisers,  quite  generally  favor  the 
evening  papers. 

APPEALING  TO  WOMEN. 

Therefore,  if  you  are  advertising  the  advantages  of  thrift  and  a 
savings  account,  or  if  you  are  exploiting  the  merits  of  a  certain 
residence  property  for  the  home-seeker,  you  will  doubtless  get  the 
best  results  from  the  evening  newspapers. 

Women  do  the  greater  part  of  the  buying  in  this  country,  and 
nine  times  out  of  ten,  they  have  the  deciding  vote  in  the  choice  of 
a  home  site  and  are  the  power  behind  the  throne  when  it  comes  to 


IS 


PUSHING  YOUR  BUSINESS. 


domestic  economy.     So 
women  in  mind  not  only 
ing  your  medium. 


if  you  are  wise  you  will  always  bear  the 
in  preparing  your  copy,  but  also  in  choos- 


CHECK1NG  ACCOUNTS 
OF  LADIES  GIVEN 
SPECIAL  ATTENTION 


UNION    BANK  & 
TRUSTCOMPANY 

HOUSTON  TEXAS 


-         t  a 

#•*»£**** 


Ladies'  Accounts 


Union  Trust  G>. 


of  Springfield.  Mau. 

gSiSSrBBKs. 

i££S22p7 

ifc&fcs&S/ 


"  Prudent  Men  Seek  for  Thrifty  Women." 

Of  course,  circulation  is  the  touchstone  by  which  all  medium? 
must  be  tested.     In  every  city  there  is  one  paper  that  unquestion 
ably  leads  every  other  one  in  circulation.      Usually  it  is  the   on*- 
that  carries  the  greatest  amount  of  classified  or  "want  ads." 


ADVERTISING  MEDIUMS.  19 

But  there  is  a  "quality"  as  well  as  a  "quantity"  circulation  which 
must  be  considered.  For  some  kinds  of  advertising  5,000  of  a  high 
class  circulation  is  worth  20,000  of  a  poorer  class.  For  example, 
there  is  no  doubt  at  all  that  a  man  who  had  a  $50,000  house  to  sell 
would  get  better  results  from  advertising  in  a  medium  which  ap- 
pealed exclusively  to  men  of  wealth  than  he  would  if  he  placed 
his  announcement  in  a  cheap  publication  of  large,  but  low  class 
circulation. 

An  experienced  advertiser  has  put  it  thus: 

Be  not  misled  by  circulation  claims,  but  put  your  trust  in  the  vigorous 
character  of  the  publication  that  has  a  policy  and  stands  for  something — 
not  your  policy,  perhaps,  but  nevertheless  an  earnest  appeal  to  a  living 
constituency. 

There  is  an  eternal  fitness  in  things  in  advertising  as  well  as 
elsewhere,  and  there  is  always  room  and  need  for  the  exercise  of 
sound  judgment.  A  whiskey  ad  in  a  church  paper  or  a  Scriptural 
concordance  advertisement  in  a  sporting  publication,  are  no  more 
out  of  place  than  the  kind  of  announcement  just  referred  to  when 
published  in  a  medium,  the  readers  of  which  could  not  possibly,  by 
any  stretch  of  imagination,  be  interested  in  the  proposition. 

"QUANTITY"  AND  "QUALITY"  CIRCULATION. 

It  should  be  remembered,  however,  that  when  the  circulation  of 
a  publication  becomes  very  large  it  must  of  necessity  reach  far 
beyond  the  confines  of  any  one  class  in  the  community,  so  that  a 
very  large  circulation  can  always  be  depended  upon  to  bring  good 
results  from  the  right  kind  of  advertising  of  almost  anything. 

The  Sunday  newspaper  as  an  advertising  medium  combines  to  a 
certain  extent  the  advantages  of  both  the  morning  and  evening 
week-day  papers.  It  is  read  in  the  home.  There  is  no  question 
about  that. 

It  is  read  by  both  the  men  and  the  women,  but  unfortunately 
the  class  of  financial  advertising  admitted  to  the  columns  of  the 
Sunday  newspaper  has  not  always  been  in  the  highest  degree 
trustworthy.  It  has  harbored  too  many  fake  and  fraudulent 
schemes  of  one  kind  and  another. 

"Evil  communications  corrupt  good  manners."  As  a  consequence 
some  of  the  more  conservative  of  financial  advertisers  prefer  to 
eschew  the  company  of  the  "get-rich-quick"  gentry  and  remain  out 
of  the  Sunday  papers  entirely.  It  can  be  said,  however,  that  in 


20  PUSHING  YOUR  BUSINESS. 

most  cases  the  advertising  on  the  financial  and  stock  market  pages 
has  been  kept  of  a  strictly  high  grade  and  dependable  character. 

Arthur  Brisbane,  the  famous  editor  of  William  R.  Hearst's 
publications,  has  the  following  to  say  about  newspaper  advertising:' 

"I  may  be  prejudiced,  but  I  believe  that  the  daily  newspaper  is  the 
one  most  important  engine  in  the  hands  of  the  intelligent  advertiser.  A 
good  saying  to  bear  in  mind  is  this:  "Repetition  is  Reputation."  Only 
the  daily  newspaper  can  give  the  constant  repetition  that  wears  away 
forgetfulness  and  forces  attention.  To  say  a  thing  every  day  is,  of  course, 
the  quickest,  surest  path  to  permanent  remembrance.  The  magazines  and 
the  weeklies,  however,  while  second  in  value,  in  my  opinion,  can  do  what 
the  daily  newspaper  can  not  do;  their  mechanical  perfection  enables  them 
to  give  a  presentation  which  is  most  pleasing  and  gratifying  to  the  am- 
bitious manufacturer,  and  convincing  to  the  average  reader." 

The  general  magazines  are  splendid  mediums  for  the  advertis- 
ing of  "Banking  By  Mail"  institutions  and  high  grade  investment 
propositions — bonds,  stock  or  real  estate. 

ABOUT   MAGAZINES. 

These  magazines  have  very  large  circulations,  some  of  them  in 
excess  of  half  a  million  monthly.  The  class  of  readers  is  good, 
too,  although  the  "quality"  of  the  circulation  differs  according  to 
the  character  and  price  of  the  publication. 

A  few  years  ago  the  best  magazines  began  a  "house- cleaning" 
of  their  advertising  pages,  as  a  result  of  which  nothing  but  reput- 
able and  entirely  trustworthy  financial  and  investment  advertise- 
ments are  admitted.  This  insures  good  company  to  all  advertisers 
and  adds  a  great  deal  to  the  value  of  the  advertisement,  because  it 
is  quite  generally  known  that  the  mere  fact  that  an  advertisement 
appears  in  such  magazines  is  prima  facie  evidence  that  it  is  worthy 
of  confidence.  In  a  measure  the  publisher  becomes  sponsor  for  his 
advertisers. 

The  great  national  magazine  of  to-day  is  the  link  that  binds 
the  reading  mind  in  the  mines  of  Montana,  the  vineyards  of  Cali- 
fornia and  the  farms  of  Iowa  with  the  intellectual  and  artistic 
advancement  of  the  entire  globe.  It  is,  beside,  the  effective  servant 
of  the  advertiser  who  knows  how  to  use  it. 

One  of  the  strongest  advocates  of  the  magazine  as  an  advertis- 
ing medium  is  Mr.  Robert  Frothingham,  Advertising  Manager  of 
"Everybody's  Magazine"  and  the  "Butterick  Trio."  In  response  to 
the  author's  request  he  gives  the  following  points: 


ADVERTISING  MEDIUMS.  31 

HIGH    STANDARDS. 

The  literary  quality  of  the  standard  magazines  is  steadily  im- 
proving. Lower  prices  make  it  easy  for  people  to  read  several 
magazines  regularly  where  formerly  they  read  only  one.  As  a 
result,  the  circulation  of  magazines  has  increased  enormously  in 
the  past  few  years. 

The  large  volume  of  advertising  carried  by  the  magazines  and 
the  extensive  space  used  by  the  big  national  advertisers  is  the  best 
kind  of  proof  of  the  value  of  magazine  publicity. 


CHART 

SHOWING  ESTIMATED  PURCHASING  POWER  OF  THE  READERS  OF 
THE  STANDARD  MAGAZINES. 


Automobiles 
Pianos 
Luxuries 

BEST 
MARKET     FOR 
NATIONAL 
ADVERTISER 

Necessities 

MAGAZINE    READERS 

'  Nearly  all  families  with  an  in-    |  —  ' 

IOver   $6000 
$3000     to      $6000 
$1800      to      $3000 

$900    to    $1800 

come  of  $1800  and  upward  are 
magazine  readers  and  a  large 
per  cent,  of  those  having  from 
.     $900  to  $1800.  Below  $900  the 
number  rapidlv  decreases  and 
below  $600  few  read  any- 
~.>,,,,,,,,.IIL-,       thing  but  the  news-          [^ 

$600    to    $900 
$400    to    $600 

wmmmmmmmmm 

Under  $400 

Paupers    and 
Wards  of  the 
State 

NOTE.— The  horizontal  lines,  showing  relative  number  of  families  hav- 
ing various  incomes,  from  $400  up,  are  based  001  the  best  available  estimates 
of  statisticians.  The  vertical  lines  or  "steps,"  showing  proportion  of  maga- 
zine readers  in  each  division,  are  based  on  recent  tax  assessors  reports 
and  other  circulation  analyses  made  by  different  magazine  publishers.  While 
estimated,  the  figures  are  the  result  of  careful  research  and  the  chart  is 
not  to  be  regarded  as  fanciful,  but  as  a  practical  exposition  of  existing  con- 
ditions, and  as  such,  of  considerable  value  in  showing  the  enormous  pur- 
chasing power  of  standard  magazine  circulation. 

Courtesy  "The  American  Magazine,"  New  York, 


PUSHING  YOUR  BUSINESS. 

The  best  magazines  every  year  decline  hundreds  of  thousands 
of  dollars'  worth  of  advertising  business  because  it  is  not  up  to 
their  standard.  The  magazines  are  independent,  progressive,  and 
have  a  high  moral  and  intellectual  tone,  which  makes  them  of 
permanent  interest  in  thousands  of  the  best  homes  in  the  land — 
those  with  purchasing  and  investing  power. 

The  magazine  reaches  the  business  man  in  his  leisure  hours.  It 
appeals  with  special  force  to  the  women  in  the  home  and  they 
are  the  great  buyers. 

The  magazine  is  a  national  medium.  So  that  the  wide  distri- 
bution of  its  circulation  and  its  permanency — its  life  is  from  one 
month  to  several  years — gives  it  immense  advantages  over  other 
forms  of  advertising. 

In  an  article  in  "Profitable  Advertising,"  Mr.  Frothingham  said : 

It  is  generally  conceded  today  that  no  class  of  publications  so  directly 
reaches  the  homes  of  influence  and  purchasing  power  as  the  magazines. 
Originally  designed  principally  for  purposes  of  entertainment,  they  have  in 
these  latter  days  verily  become  the  molders  of  public  opinion.  They  go 
into  the  home  by  invitation  and  possess  remarkable  length  of  life.  They 
are  of  interest  not  only  to  every  adult  member  of  the  family,  all  of  whom 
are  naturally  concerned  in  the  beautifying  and  improving  of  the  home,  but 
they  become,  as  it  were,  familiar  landmarks  to  the  children  who  grow  up  in 
the  appreciation  of  good  magazine  literature. 

Mr.  Herbert  S.  Houston,  one  of  the  publishers  of  the  "World's 
Work"  magazine,  New  York,  is  a  strong  advocate  of  forceful  and 
informative  financial  advertising,  and  is  naturally  very  strongly  in 
favor  of  magazine  advertising  for  investment  houses.  Talking  to 
bankers  through  "The  Bankers  Magazine,"  he  said: 

The  great  buying  unit  of  the  modern  world  is  the  home.  It  is  true, 
whether  you  have  bonds  to  sell  or  books.  As  investment  bankers  you  would 
rather  reach  the  home  builder,  the  conservative,  substantial  citizen,  than 
the  man  who  supports  the  pool  room  and  the  bucket  shop.  The  latter 
wants  Tonopah  and  Cobalt,  not  the  sound  investment  security.  The  man 
who  wants  the  safe  bond  as  a  part  of  his  estate  with  a  fixed  value  is  the 
man  of  the  home. 

That  man,  and  there  are  over  five  millions  of  him,  working,  earning, 
saving,  you  will  never  be  able  to  reach  effectively  until  you  reach  him 
through  the  magazine.  And,  of  course,  it  is  an  economic  necessity  that  you 
do  reach  him.  Otherwise,  how  can  you  find  a  market  for  these  multiplying 
new  securities,  bonds  piled  on  bonds,  short-time  notes  and  all  the  rest? 
You  must  have  that  millenium  of  which  you  dream  and  talk — a  broad  mar- 
ket. And  that  broad  market  doesn't  read  the  financial  page  of  the  daily 
paper;  instead,  it  gets  light  and  leading  from  the  magazine.  You  are  not 
asked  to  offer  your  bonds  in  competition  with  the  shrieking  speculator  who 
cries  his  fifty  per  cent.  You  will  have  to  look  to  the  daily  paper  for  him. 


ADVERTISING  MEDIUMS.  23 

for,  as  far  as  the  magazines  are  concerned,  he  is  already  cast  into  dark- 
ness. 

REAL  ADVERTISING. 

And  because  you  will  not  have  this  competition  to  face  when  you  come 
to  the  magazine,  you  will  come  at  last  to  do  real  advertising.  For,  really, 
many  bankers'  cards  have  been  the  most  elementary  types  of  advertising. 
You  have  said  it  was  not  dignified  to  print  an  advertisement  that  really 
told  something.  And  when  an  oil  gusher  was  spouting  in  the  next  column, 
it  wasn't  dignified— you  maintained  a  discreet  silence,  quietly  handing  the 
reader  a  card  bearing  your  address.  And  any  respecting  business  man 
would  have  done  the  same.  But  who  among  you  would  say  for  a  moment 
that  the  advertising  in  the  magazines  of  Spencer  Trask  &  Company,  N.  W. 
Halsey  &  Company.  Fisk  &  Robinson  and  others  is  lacking  in  dignity,  be- 
cause it  is  informing,  direct,  forceful,  actually  telling  the  things  about  an 
investment  that  an  investor  wants  to  know? 

There  is  a  class  of  publications  known  as  trade  papers  or  class 
magazines.  These  publications  are  especially  good  to  use  in  ap- 
pealing to  a  particular  class.  For  instance,  the  bank  or  investment 
house  that  wishes  to  put  its  facilities  at  the  command  of  banks 
throughout  the  country  will  naturally  advertise  in  bnrking  and 
financial  publications. 

STREET  CARS. 

As  to  street  car  advertising  there  is  no  better  authority  than 
Mr.  Thomas  Balmer,  formerly  Advertising  Director  of  the  Street 
Railways  Advertising  Company,  which  controls  the  greater  part 
of  the  street  car  advertising  in  the  United  States,  Canada  and 
Mexico.  He  has  been  very  much  interested  in  bringing  about  bet- 
ter advertising  among  banks.  He  wrote  to  the  author  in  response 
to  a  request  for  a  statement  of  the  arguments  in  favor  of  street 
car  advertising.  We  reproduce  this  letter  in  full  for  three  reasons: 
Mr.  Balmer  is  one  of  the  "top  notch"  advertising  men  in  the  coun- 
try; his  ideas  will  be  of  interest  and  value  to  the  readers  of  this 
book,  and  we  agree  with  his  arguments  in  favor  of  the  street  cars 
as  part  of  the  advertising  campaigns  of  banks  and  investment 
houses. 

Flat  Iron  Bldg.,  New  York,  January  17,  1908. 

On  page  925  of  the  December,  1907,  issue  of  "The  Bankers  Magazine," 
the  booklet  of  the  Central  Savings  Bank,  Detroit,  Mich.,  entitled  "The 
Secret  of  Saving  Money,"  received  criticism  at  your  hands.  In  connection 
with  that  criticism  you  say  "The  object  of  this  booklet  is  not  only  to  create 
a  desire  to  save  but  to  lead  people  who  have  that  desire  to  consider  the 
advantages  of  this  particular  bank  as  a  depository  for  their  funds,"  and 
then  you  go  on  and  say,  as  if  this  question  was  wholly  an  advertising  ques- 


24  PUSHING  YOUR  BUSINESS. 

tion,  that  the  order  in  advertising  is;  first,  to  attract  attention;  second, 
to  hold  interest;  third,  to  convince,  and  fourth,  to  get  readers  to  act 
promptly  and  favorably. 

It  is  astonishing  how  nearly  you  come  to  enunciating  a  formula  that 
has  been  put  forth  as  the  one  most  applicable  to  street  car  advertising — 
"The  best  advertising  medium  is  the  one  that  reaches  most  often,  at  least 
cost,  the  most  people  who  can  buy  your  goods." 

Let  us  see  how  this  agrees  with  your  formula  "Attract  attention." 
Of  course  you  agree  that  to  attract  the  attention  of  people  who  could 
not  buy  your  goods  would  not  be  profitable  advertising.  Everybody  ought 
to  have  a  banking  account  or  a  savings  bank  account,  therefore  every  fam- 
ily should  be  taught  through  advertising  the  benefits  of  having  such  an 
account.  Now  by  what  means  can  you  reach  every  family  in  a  town  as 
efficiently  as  you  can  through  street  cars?  One  member — more  than  one 
member — of  every  family  in  any  city  rides  once  a  day,  on  the  average,  in 
the  street  cars  of  that  city.  I  do  not  mean  to  say  that  that  averages  th* 
number  of  people.  I  really  mean  that  one  person  in  every  family  in  almost 
every  large  city  has  to  and  does  use  the  street  cars  every  day.  Therefore, 
in  a  month  one  person  or  more  for  every  family  knows  what  is  advertised 
in  the  cars.  I  say  "knows"  because  there  are  no  more  universally  known 
advertisements  than  those  appearing  in  the  cars.  I  have  all  the  evidence 
to  sustain  this  statement,  but  I  won't  give  it  here,  so  that  where,  then,  can 
you  attract  as  much  attention  from  all  people  by  any  advertising  as  you 
can  in  the  street  cars?  I  don't  know;  do  you? 

HOLDING  INTEREST. 

"Holds  interest":  That  is  a  very  vital  point.  The  procrastination  that 
influences  the  lives  of  so  many  people  will  often  prevent  them  from  taking 
action  on  an  idea  or  thought  or  intention  they  have  in  their  minds.  You 
say  to  them  in  a  newspaper  advertisement  or  a  magazine  advertisement 
appearing  once  a  month  "Savings  banks  accounts  are  good  things.  You 
ought  to  have  one."  They  say,  "I  agree  with  you."  They  dismiss  the  sub- 
ject; you  go  your  way;  the  magazine  goes  its  way,  isn't  seen  again  for  a 
month, — the  newspaper  may  be  seen  again,  but  the  street  car  must  be  seen 
again,  and  if  the  advertising  is  properly  done,  probably  the  next  card  they 
see  is  another  reason  why  they  should  keep  a  savings  bank  account,  so  that 
their  attention  is  held  until  at  last  they  are  convinced  that  no  one  can 
afford  to  spend  the  time  and  space  and  money  to  do  the  convincing  that 
you  can  get  out  of  street  car  advertising  because  almost  any  other  form 
of  persistent  repetitive  publicity  on  any  big  scale  would  render  almost  any 
advertising  investment  for  such  a  purpose  impossible  because  of  its  cost. 

I  do  not  deal  with  the  third  question  except  incidentally.  "Copy"  must 
be  convincing.  The  old  street  car  form  used  to  be  run  a  card,  change  it 
at  the  end  of  a  month  (perhaps — most  often  not).  The  present  form  is, 
in  towns  of  any  ordinary  size,  100,000  and  over,  to  run  from  four  to  six 
different  texts  simultaneously  scattered  through  all  the  cars  equally,  and 
change  these  texts  every  month.  If  you  will  just  stop  to  think,  do  you 
realize  what  an  immense  opportunity  this  gives  you  to  create  a  desire  to 
save  and  when  that  desire  becomes  gratifiable  to  go  to  your  particular  bank 
to  deposit  the  funds?  You  can  tell  in  these  texts  all  the  different  reasons 


ADVERTISING  MEDIUMS.  25 

why  people  should  save  money  and  you  can  deal  in  some  of  the  texts  with 
all  the  different  reasons  why  people  should  put  their  money  in  your  bank. 
Fourthly:  "Get  readers  to  act  promptly  and  favorably."  That's  the 
gist  of  the  whole  matter.  To  create  business  for  somebody  else  would  not 
be  profitable  to  you,  although  there  is  always  somebody  else  "scabbing" 
off  good  advertising.  The  advertising  of  any  product  whatever  has  an 
overflow  value  to  all  manufacturers  of  similar  products.  That  can  not  be 
helped,  but  it  is  not  a  reason  for  not  advertising,  because  I  never  knew 
anyone  yet  advertising  who  did  not  receive  the  major  part  of  the  value 
from  the  advertising,  but  such  a  small  part  went  astray  that  it  did  not  and 
never  could  have  interfered  with  his  success. 

GETTING  FA\7ORABLE  ACTION. 

Now  then,  "Get  readers  to  act  favorably":  It  is  sometimes  enough  to 
be  the  only  advertiser  who  is  telling  the  story  at  all.  Businesses,"  like 
persons,  have  individualities.  They  must  be  brought  out.  Comparatively 
few  people  are  qualified  to  write  advertising  about  their  own  business. 
They  no  more  are  able  to  describe  their  own  business  accurately  than 
they  are  able  to  describe  themselves  accurately.  It  requires  an  outside  man 
v/ho  looks  on  to  be  able  to  see  and  tell  the  truth,  and  then  the  hand  that 
knows  how  to  wield  the  facile  pen — that  has  language  running  in  ink  marks 
from  its  tips — is  able  to  do  far  better  for  you  in  telling  the  story  to  con- 
vince people  so  that  they  will  act  promptly. 

Now  let  us,  if  you  will,  examine  the*  cost.  A  21-line  advertisement 
maintained  every  day  in  a  newspaper  to  reach  any  given  number  of  readers 
is  all  you  can  get  to  offset  in  cost  the  space  on  a  street  car  card,  11x21 
inches,  to  reach  the  same  number  of  readers.  Another  thing,  it  costs  less 
than  one-half  cent  per  annum  to  reach  every  individual  in  a  community 
by  the  maintenance  of  the  street  car  card  in  every  car  in  the  city  for  twelve 
months.  Put  it  another  way;  you  reach  every  family  in  the  community  for 
about  two  and  one-half  cents  per  annum  by  keeping  one  card  in  all  the 
cars  in  that  town  constantly  for  twelve  months.  It  ought  to  be  sure  that 
every  family  of  a  town  ought  to  be  able  to  do  enough  banking  or  savings 
bank  business  to  warrant  any  bank  to  spend  that  amount  of  money  to 
reach  each  family  in  the  community  for  twelve  months  by  constant  ad- 
vertising. 

We  have  ample  testimony  given  by  the  banks  themselves  in  support 
of  our  contention  that  street  car  advertising  properly  done  is  a  profitable 
investment.  I  would  like  to  tell  the  story  of  the  respected  president  of  a 
three-quarter  of  a  million  dollar  trust  company  who  told  me  when  I  had 
almost  secured  his  order,  in  discussing  the  question  of  copy,  that  he  would 
write  his  own  copy.  I  told  him  that  if  he  insisted  on  that  I  would  have  to 
accept  his  order  for  street  car  advertising  subject  to  my  approval  of  his 
copy.  He  said,  "Why?"  "Because,"  I  said,  "you  would  a'ccept  my  account 
with  you  subject  to  your  approval  of  the  terms  upon  which  I  want  to  do 
business  with  you,  and  I  would  have  to  do  the  same,  because  I  don't  know 
a  thing  about  banking  and  would  have  to  recognize  you  as  an  authority, 
and  you  don't  know  a  thing  about  advertising  and  you  have  to  recognize 
rne  as  an  authority." 

At  the  Bankers'  Convention  held  in  Cleveland  some  three  years  ago  at 
which  the  subject  of  bank  advertising  \vas  discussed,  I  was  accorded  the 
3 


26  PUSHING  YOUR  BUSINESS. 

honor  of  being  one  of  the  speakers  to  address  the  Convention.  I  cited 
there  the  story  of  the  Commercial  &  Farmers'  National  Bank,  of  Balti- 
more, which  is  best  told  in  the  words  of  the  President  of  the  institution, 
Mr.  W.  A.  Mason: 

A  CONCRETE  CASE. 

"The  persistent  advertising  which  has  been  conducted  by  this  bank 
was  something  of  an  innovation  to  Baltimore,  but  conducted  as  it  was  on 
a  clean-cut  basis,  attended  with  prudence  and  conservatism,  it  was  destined 
to  win,  did  win,  and  results  speak  for  themselves. 

"The  advertising  in  the  street  cars  has  been  only  a  part  of  our  general 


— Psychology  of  Saving — 

"Psychology"  is  a  big  word  and  it 
stands  for  a  big  thing,  but  the  "psy- 
chology of  saving"  is  a  simple  matter. 

It  means  just  this — besides  the  actual 
amount  of  money  you  accumulate  by 
systematic  saving,  you  get  very  valu- 
able mental  effects. 

The  mind  has  a  great  influence  over 
the  body.  Saving  makes  you  think 
success  thoughts.  It  creates  in  you  a 
desire  to  get  ahead,  and  desire  is  the 
first  step  toward  attainment. 

Saving  frees  you  from  worry  about 
the  present,  and  from  anxiety  for  the 
future. 

Therefore,  the  psychological  effect  of 
saving  is  that  you  are  enabled  to  give 
your  whole  attention  and  best  efforts 
to  your  work. 

In  short,  when  you  save  regularly  you 
can  do  better  work  and  more  of  it. 

This  strong  national  bank  encourages 
your  thrift  by  paying  3  per  cent,  com- 
pound interest  on  your  savings. 

THE  QUINCY  NATIONAL  BANK 

Fourth  and  Hampshire  Streets 


Opportunity  Insurance 


Many  a  man  has  lost  good  business 
opportunities  by  not  being  prepared 
financially  to  grasp  them. 

In  an  Eastern  city  a  skilled  machin- 
ist, 50  years  old,  who  had  always 
earned  a  good  salary,  sold  a  valuable 
invention  for  a  small  amount  because 
he  had  not  saved  any  money  and  had 
not  capital  to  float  it.  He  said  that  if 
he  had  even  a  small  amount  of  capital, 
he  could  have  made  a  fortune  out  of 
the  device. 

Now  past  middle  life,  he  must  keep 
on  working,  when  he  might  have  re- 
tired in  comfort. 

Insure  your  opportunities  by  means 
of  a  savings  bank  account.  In  this  kind 
of  insurance  you  are  paid  dividends  in- 
stead of  having  to  pay  premiums. 

At  this  $1,200,000  bank  your  divi- 
dends come  in  the  form  of  3  per  cent, 
semi-annually  compounded  interest. 

THE  QUINCY  NATIONAL  BANK 

Fourth  and  Hampshire  Streets 


Part  of  a  Newspaper  Series  Prepared  for  this  Bank  by  the  Author. 


publicity  plan  and  it  is  very  difficult,  as  you  know,  to  trace  direct  results 
from  any  particular  source  of  advertising';  however,  I  can  say  that  in  our 
case  advertising  has  been  the  wand  which  brought  most  adverse,  disgruntled 
public  opinion  around  to  a  pleasing  degree  of  confidence,  that  has  been 
responsible  for  an  increase  in  deposits  of  fully  $3,000,000  in  fifteen  months. 
Of  course,  advertising  alone  was  not  responsible  for  such  gratifying  re- 
sults, but  it  paved  the  way  and  made  such  results  possible  as  nothing  else 
could  have  done. 

"We  think  very  well  of  the  cars  as  a  medium  through  which  to  reach 


ADVERTISING  MEDIUMS.  27 

the  people,  particularly  the  wage-earners  and  patrons  of  more  moderate 
means.  I  am  satisfied  that  the  advertising  we  have  done  in  the  street  cars 
of  Baltimore  has  added,  I  will  say,  at  least  900  new  accounts,  that  will 
perhaps  aggregate  $800,000,  and  all  within  the  past  twelve  months.  I  con- 
sider this  $800,000  of  deposits,  as  a  source  of  revenue,  worth  $25,000  a  year 
to  this  bank." 

We  have  some  banking  experiences  that  we  are  not  permitted  to  dis- 
close, and  certainly  not  in  any  letter  or  printed  form,  because  they  might 
fall  into  the  hands  of  other  banks  in  large  towns  who  might  be  induced 
to  take  up  bank  advertising  based  upon  the  experience  of  others  instead 
of  using  their  own  judgment,  which,  by  the  way,  seems  to  be  in  advertising 
a  very  uncertain  quantity  to  rely  on  with  bankers  and  naturally  they 
do  not  know  anything  about  advertising  for  themselves,  but  it  has  always 
astounded  me  that  that  same  bank  that  knows  nothing  of  advertising  for 
itself  never  seems  to  have  had  curiosity  enough  to  know  why  it  is  tba*  some 
of  their  clients  who  are  doing  much  advertising,  increasing  their  bank  ac- 
count with  them — and  they  know  it — have  never  had  curiosity  enough,  I 
say,  to  find  out  what  advertising  it  is,  how  it  does  it,  and  whether  it  would 
suit  them.  But  the  banks  arc  waking  up,  and  they  are  not  only  waking 
up  to  what  advertising  will  do,  but  what  street  cars  in  particular  will  do 
to  bring  them  business.  Let  us  make  an  illustration  of  one  town  with 
which  I  am  thoroughly  familiar,  having  lived  there  over  twenty  years, — 
Chicago. 

A  CHICAGO  ILLUSTRATION. 

Chicago  surface  cars  carried  last  year  an  average  of  over  1,750,000 
registered  fares  and  transfers  per  day.  That  would  mean,  at  a  moderate 
computation,  over  900,000  different  people  used  the  street  cars  every  day. 
As  there  are  only  about  560,000  homes  in  Chicago,  it  is  apparent  that 
almost  two  persons,  on  the  average,  ride  from  each  home  every  day.  The 
cost  of  advertising  in  Chicago  is  $966  per  month,  which  brings  the  cost  for 
each  day  to  $32.  Figure  this  out  and  you  will  see  that  32  divided  into 
900,000  is  approximately  30,000  people  reached  for  each  dollar  spent.  Now 
figure  for  yourself  where  you  can  spend  a  dollar  to  reach  any  number  of 
people,  and  how  many  can  you  reach  for  that  money?  Why,  therers  nothing 
in  the  world  as  cheap  as  that  to  enable  an  advertiser  to  keep  constantly 
at  it,  to  bring  the  success  that  most  people  get  when  they  keep  constantly 
at  anything,  even  when  it  is  badly  done,  and  how  much  more  when  it  is 
well  done.  Very  truly  yours,  T.  BALMER. 

BILLBOARDS. 

Quite  a  number  of  successful  banks  and  real  estate  companies 
are  now  using  billboards  in  their  advertising,  with  good  results. 
One  strong  point  in  favor  of  outdoor  publicity  is  that  it  is  seen  by 
people  when  their  minds  are  open  for  such  impressions. 

The  location  of  the  billboards  is  the  all-important  thing.  Along 
the  principal  street  car  line,  near  a  ball  ground,  at  a  railroad  sta- 
tion or  at  a  transfer  point — all  of  these  are  good  locations  for  bill- 


PUSHING  YOUR  BUSINESS. 


BanklBillboardSAdvertising  in  Pittsburgh. 

boards.  In  cities  where  there  are  elevated  railroads  and  subways, 
as  in  New  York,  the  advertising  spaces  at  the  stations  are  valuable. 
The  suburban  stations  on  the  Pennsylvania  and  the  Reading  rail- 
roads near  Philadelphia  provide  good  advertising  vantage  points. 
In  St.  Louis  and  Pittsburgh,  among  other  cities,  banks,  especially 
savings  banks,  use  large  painted  billboard  signs.  So  do  some  New 
York  institutions,  notably  the  Flatbush  Trust  Company. 


Another  Pittsburgh  Billboard. 


A  West  Virginia  Bank  Billboard. 


Real  estate  companies  everywhere  are  large  users  of  outdoor 
display  advertising,  and  logically  so,  as  their  signs  are  usually  right 
on  the  property  offered  for  sale. 

Among  other  mediums  of  advertising  may  be  mentioned  calen- 
dars, novelties,  circulars,  booklets  and  form  letters.  These  will  be 
considered  in  later  chapters  in  connection  with  particular  advertis- 
ing plans. 


CHAPTER  III. 

Booklets  and   House   Organs. 

MANY   a  well  written  booklet  advertising  a  bank,  trust  com- 
pany, real  estate  proposition  or  other  financial  or  invest- 
ment project  is  born  to  blush  unseen  in  the  waste-basket 
because  its  typographical  form  and  general  make-up  are  not  good 
enough  to  save  it  from  that  fate. 

To  get  read  is  the  first  duty  .of  your  advertising  matter.  If  it 
fails  there,  it  were  just  as  well  not  written  at  all. 

The  first  thing,  therefore,  is  to  plan  your  booklet  so  that  it  will 
be  attractive  in  appearance.  Naturally,  the  title  and  the  cover 
should  get  the  earliest  attention. 

Make  them  interest-exciting.  The  title  does  not  need  to  tell 
exactly  what  the  booklet  is  about.  A  little  mystery  is  not  out  of 
place  if  it  excites  curiosity  and  induces  people  to  read  the  message 
within  the  covers  of  your  book. 

CHOOSING  A  TITLE. 

But  a  plain  statement  of  the  subject  of  the  booklet  is  better 
than  the  old  practice  of  printing  on  the  cover  nothing  but  the  name 
of  the  institution  in  whose  behalf  the  booklet  is  written. 

Following  are  good  examples  of  bank  booklet  titles: 

A   Bank  for  All  People. 

The  Story  of  Banking  By  Mail. 

A  Safe  Place. 

Happy  Children. 

Bank  Accounts. 

Why  National  Banks  Are  Best. 

Banking  Hints  to  Customers. 

The  Life  Story  of  a  Bank. 

Funds   for  Travelers. 

The  People's  Interest. 

One  Million  Dollars. 

Bond  or  Mortgage,  Which? 

Choosing  a   Bank. 

Men   of   Ripe   Experience. 

Just  Think  It  Over. 

The  Service  Rendered  by  a  Trust  Company. 

How   Savings   Grow. 

How  to  Keep  a  Trust  Company  Account. 


30  PUSHING  YOUR  BUSINESS. 

Management   and    Distribution   of   Estates. 
The  Story  of  a  Successful  Bank. 

Good  titles  for  real  estate  booklets  are: 

How  Money  Grows. 
Facts  About  Greater  Boston. 
Forty-five  Minutes   from   Broadway. 
Investors    Their   Own    Bankers. 
This    Should    Appeal    to    You. 
Money  and  Its  Investment. 
The  Fairyland  of  Long  Island. 
A    Profitable    Investment. 
Beautiful  Suburban  Home  Sites. 
How  to  Invest  Profitably. 
Transportation. 
Be  Your  Own  Landlord. 

Some  Facts  About  Now  York  City  Real  Estate. 
Swept  by  Ocean  Breezes. 
The   Place  of  Beautiful   Homes. 
A  Great  Manufacturing  Center. 
Truth  That  is  Stranger  Than  Fiction. 
Manhattan,  an  Island  Outgrown. 

Why  Long  Beach  Must  Become  the  World's  Greatest  Shore  Resort  and 
What  That  Will  Mean  To  You. 
Brief  Facts  You  Should   Know. 
A  Demonstration  in  Real  Estate. 
Have  You  ,$50?     You  Can  Make  $1,000  for  $100. 
How  They  Got  Rich;  or,  Real  Estate  Facts. 
Free  Trip  to  New  York. 
The  Hugeness  of  New  York. 
How  the  Astors  Made  Their  Money. 
Fire  Prevention  and  Fire  Insurance. 

Ir  you  use  a  design  on  the  cover,  make  it  as  unusual,  striking 
and  interesting  as  your  title.  As  a  rule  it  is  a  good  idea  to  have  the 
design  *uggestive  of  the  subject  or  the  contents  of  the  book. 

As  to  the  "copy"  of  the  booklet,  the  same  ideas  advanced  else- 
where in  this  book  in  connection  with  the  preparation  of  advertise- 
ments apply  here  with  equal  force. 

HOLDING  ATTENTION. 

Just  as  it  is  necessary  to  make  the  title  and  cover  of  the  book 
interesting  to  get  the  attention  of  your  reader,  so  it  is  necessary 
to  make  your  copy  bright  and  interesting  in  order  to  hold  his  at- 
tention. 

Short  paragraphs  and  good  typography  help,  but  you  must  go 
deeper  than  that.  It  is  doubtful  if  even  the  best  typography  would 


BOOKLETS  AND  HOUSE  ORGANS.  31 

make  Gibbon's  "Decline  and  Fall  of  the  Roman  Empire"  or  the 
Congressional  Record  interesting  for  continuous  reading. 

If  you  don't  hold  your  reader's  interest  you  probably  won't  get 
him  as  a  customer. 

Nor  is  it  enough  to  attract  attention  and  hold  interest.  You 
must  go  a  step  further — convince  your  reader  and  get  him  to  act 
promptly  and  favorably  on  your  proposition. 

A  PERSONAL  MESSAGE. 

In  order  to  do  this,  try  to  make  your  message  as  personal  as 
though  the  reader  were  a  relative  or  personal  friend  who  had 
dropped  into  your  office  for  a  chat  and  to  get  some  of  your  advice 
on  a  business  problem  or  on  a  matter  of  personal  importance. 

As  long  as  you  keep  before  you  the  mental  image  of  the  typical 
customer  to  whom  you  are  appealing  and  talk  to  him  as  naturally 
and  enthusiastically  as  you  would  were  he  before  you  in  person 
and  you  were  thoroughly  interested  in  him  personally,  you  will 
have  no  difficulty  in  holding  his  interest,  and  if  your  proposition 
is  all  right  and  your  prospect  is  ripe  for  it  you  will  get  him. 

It  is  important  to  get  your  prospective  customer  to  take  some 
definite  step,  to  commit  himself,  and  to  do  it  at  once.  It  is  human 
nature  to  put  things  off.  It  is  easy  to  procrastinate. 

The  time  to  strike  is  while  the  iron  is  hot. 

If  interest  is  allowed  to  die  out  it  will  be  a  very  hard  matter  to 
get  your  prospect  to  do  as  you  desire  and  suggest.  So  there  is  a 
psychological  and  a  practical  value  in  the  use  of  an  order  coupon, 
a  deposit  blank,  etc.,  in  a  booklet,  and  if  you  print  above  it  the  sug- 
gestion: "Fill  out  and  mail  this  coupon  to-day,"  or  words  to  that 
effect,  so  much  the  better. 

Right  here  comes  up  another  point  which  is  worthy  of  considera- 
tion in  booklet  writing  as  well  as  in  the  preparation  of  other  adver- 
tising copy — the  use  of  the  imperative. 

USE    THE   IMPERATIVE. 

Employed  with  good  taste,  the  Imperative  Mood,  Second  Person, 
is  a  very  effective  weapon  in  the  hands  of  the  advertisement  writer. 

Everybody  is  more  or  less  mentally  lazy.  We  like  to  have  others 
think  for  us  sometimes  and  tell  us  what  to  do.  Nine  times  out  of 
ten,  the  average  person  will  act  more  surely  in  the  direction  you 


32  PUSHING  YOUR  BUSINESS. 

desire  if  you  tell  him  in  so  many  words  to  "Do  it  now!"  than  he 
will  if  you  leave  it  to  suggestion  and  inference  on  his  own  part. 

When  you  have  a  booklet  prepared  on  your  proposition  it  is  a 
splendid  idea  to  mention  the  fact  in  your  advertisements  and  ask 


NINETY-EIGHT  YEARS  OLD 

With  the  beginning  of  the  New  Year  this  bank 
enters  on  its  99th  year  of  active  business  life — 
There  is  probably  not  a  man  living  today  who  re- 
members when  it  first  opened  its  doors— but  those 
doors  are  open  now,  as  they  have  been  on 
every  legal  banking  day  for  almost  a  century,  to 
welcome  legitimate  business  in  every  department 
of  banking— 

Tl\e 

Rank  of  Pittsburgh 

.•-/Natiortal      -M-AsS^o elation  W 

The  Bank  That  Has  Grown  Up  With  Pittsburgh. 
CAPITAL  Established  1810.  SURPLUS 

$2,400,000.  $2,800,000 


Age  as  an  Advertising  Point. 


the  reader  to  send  for  the  booklet.  This  enables  you  to  "key"  the 
medium  used,  judging  the  relative  value  of  the  different  publica- 
tions by  the  number  of  inquiries  produced  by  each.  Moreover,  the 
names  you  secure  in  this*  way  are  valuable  to  "follow  up."  Such 
names  are  better  than  any  random  list  because  the  persons  who 


BOOKLETS  AND  HOUSE  ORGANS.  33 

write  in  answer  to  advertisements,  eliminating  a  few  curiosity  seek- 
ers, have  shown  a  definite  interest  in  your  particular  proposition. 

THE  HOUSE   ORGAN. 

Consideration  of  booklet  writing  naturally  leads  to  the  subject 
of  house  organs,  which  are  practically  booklets  in  more  pretentious 
form  with  the  additional  feature  of  periodicity  and  the  added  in- 
terest and  permanency  of  anything  in  the  guise  of  a  periodical. 

The  author's  ideas  on  this  subject  are  best  expressed  in  an  arti- 
cle which  he  wrote  for  the  "Profitable  Advertising"  magazine  of 
Boston,  Mass.  The  article  is  as  follows: 

Is  your  house  organ  a  business  getter?  It  can  be  made  a  power- 
ful one,  but  for  satisfactory  results  the  best  kind  of  ability  must 
go  in  it. 

A  carelessly  edited,  inane  publication  is  worse  than  nothing. 
The  successful  house  organ  must  be  as  interesting,  as  well  written, 
as  a  general  magazine,  but  more  than  that,  it  must  have  the  strong- 
est kind  of  pulling  power. 

This  can  be  done  because  it  is  being  done. 

The  best  point  in  favor  of  the  house  organ  is  the  great  oppor- 
tunity it  gives  for  the  full  and  direct  personal  appeal,  than  which 
there  is  no  more  valuable  form  of  advertising  copy.  That  is  what 
gets  results. 

The  highest  attainment  of  a  writer  of  advertising  is  to  be  able  to 
make  a  logical,  compelling,  effective,  argument  for  cash-with-order 
replies.  Success  in  that  is  at  once  the  hardest  to  win  and  the  most 
worth  winning.  There  is  no  better  field  for  the  use  of  this  kind  of' 
talent  than  the  house  organ'. 

Comparatively  few  advertisers  can  afford  what  many  look  upon 
as  the  luxury  of  multipage  advertisements  in  the  big  magazines, 
while  for  a  good  many  propositions  a  one-page  advertisement  pre- 
sents far  too  little  space  to  tell  Ite  story  adequately  and  effectively. 
Experience  proves  that  no  matter^iow  good  your  proposition  and  the 
medium  used  are,  you  have  no  assurance  of  full,  satisfactory,  pay- 
ing results,  unless  there  be  the  most  skillful  and  powerful  personal 
appeal  in  the  copy.  The  limits  of  magazine  and  newspaper  adver- 
tising space,  as  a  rule,  do  not  give  scope  enough  for  that. 

That  is  where  the  house  organ  comes  in.  It  will  solve  the  prob- 
lem for  you  if  you  have  the  ability  at  yoif  command  to  make  it  what 
it  should  be. 


34  PUSHING  YOUR  BUSINESS. 

THE  HUMAN  ELEMENT. 

The  house  organ  must  have  a  strong  human  element  in  it.  That 
is  to  say,  it  is  not  enough  to  present  to  your  readers — prospective 
customers — a  truthful  and  logical  argument,  important  as  that  is. 
You  must  do  more  than  that,  because  most  people,  the  common 
every-day  men  and  women,  whose  needs  you  want  to  supply,  are  not 
actuated  so  much  by  truth  and  logic  as  by  their  feelings  and  their 
self-interest. 

So  to  your  cold  facts  and  judicious  statements  you  must  add  a 
warm  personal  touch  if  you  would  bring  the  greatest  possible 
number  of  your  readers  to  a  prompt  and  favorable  decision  on  your 
proposition.  To  be  most  effective,  house  organ  copy  should  be  as 
intensely  individual  as  though  it  were  a  personal,  handwritten  let- 
ter to  the  possible  buyer. 

After  all.  it  is  merely  a  matter  of  concentration.  Instead  of  try- 
ing to  hit  all  mankind  with  the  birdshot  of  glittering  generalities., 
put  in  a  cartridge  and  point  your  rifle  of  argument  at  one  partic- 
ular man.  Single  him  out  and  bring  your  talk  home  to  him  so 
strongly,  so  inevitably,  that  there  is  no  escape  from  it,  so  that  it 
will  not  only  appeal  to  his  reason  and  convince  him,  but  strike  the 
very  mainspring  of  his  actions  and  compel  him  to  do  as  you  suggest. 
The  more  you  know  about  the  value  of  your  own  proposition, 
the  greater  your  knowledge  of  human  nature,  and  the  more  thor- 
oughly enthusiastic  you  become,  the  easier  it  will  be  for  you  to 
write  this  kind  of  copy  and  get  results. 

Just  remember  this:  In  salesmanship  on  paper  you  cannot  look 
your  prospective  buyer  in  the  eye.  The  chances  to  communicate 
your  own  enthusiasm  to  him  by  methods  you  would  use  were  you 
face  to  face  with  him  are  lacking.  There  can  be  no  expressive 
gesture,  no  responsive  lighting  up  of  the  countenance,  no  actual 
demonstration  of  the  goods.  In  the  printed  page  you  must  supply 
this  lack  by  other  means.  Enthimasm  and  personality  must  take 
another  form  than  in  the  case  of  W  living  salesman  in  the  office  or 
behind  the  counter. 

The  house  organ  has  advantages  of  its  own  that  do  much  to 
offset  the  absence  of  personal  contact  between  buyer  and  seller. 
Your  printed  argument  can  be  prepared  at  leisure,  and  no  strong 
point  need  be  overlooked.  If  you  have  the  ability  to  attract  and 
hold  your  reader's  attention  you  need  not  be  interrupted  until  you 
have  laid  before  him  your  whole  story,  and  pointed  out  most  clearly 


BOOKLETS  AND  HOUSE  ORGANS. 


35 


just  what  it  means  to  him  and  why  he  should  act  as  you  ask  him  to 
act,  and  at  once. 


SPECIALLY  INTERESTED  READERS. 

Then,  it  can  safely  be  assumed  that  a  large  part  of  your  readers 
are  already  interested  and  favorably  disposed  toward  you.  This  is 
particularly  true  if  your  mailing  list  has  been  made  up  of  the 
names  of  inquirers  received  in  response  to  your  advertised  offer  to 
send  your  publication  free,  or  if  they  are  to  quite  an  extent  already 
customers  of  yours. 

If  you  don't  make  the  very  most  of  this  fruitful  soil,  it  is  your 
own  fault. 


AFTERYOU 

ARE 
RRIED, 
BE  SURE 

HAVE 
BANK 
NT 


HAT  happ&esS  and  contentment  that 
comes  only  through  a  certainty  of  the 
future  is  the  healthy,  permanent  kind. 
A  savings  account  starts  you  on  that  road 
today.     No  man  can  be  his  best  self  when 
cramped  by  poverty. 

We  will  pay  you  A  per  cent,  interest  oft 
the  money  you  put"  in  our  bank's  savings 
department  and  compound  the  interest  ever- 
x  months. 

Citizens  First  national  Bank 

Of  Albany. 

Capital  and  Surplus.  $200.000 
Deposits.  .       .        450.000 


VASOW,    .     Vice  President 


Good  Advertising  for  June. 


36  PUSHING  YOUR  BUSINESS. 

It  is  not  my  .purpose  to  make  suggestions  as  to  the  typographical 
form  of  a  good  house  organ,  except  to  say  that  I  believe  that  it 
should  be  of  a  high  order,  and  in  harmony  with  the  good  literary 
style  which  ought  to  be  maintained  in  the  magazine  or  paper.  It 
pays  to  use  good  paper  and  good  illustrations,  because  even  the 
best  copy  loses  force  if  not  presented  in  pleasing  form.  The  hand- 
somer looking  your  publication  is  the  more  likely  it  is  to  attract 
attention,  stay  out  of  the  waste-paper  basket  and  be  preserved  to 
work  for  you. 

But  these  things  come  as  a  matter  of  course  if  you  have  the 
right  sort  of  brains  back  of  your  house  organ.  So  I  emphasize  the 
importance  of  the  man  behind.  Let  him  be  brimful  of  ideas,  orig- 
inality and  enthusiasm.  He  should  know  how  to  give  everything  he 
writes  a  tactful  turn  bnsinessward,  and  he  must  hit  hard  and  hit 
all  the  time. 

It  is  a  great  opportunity  that  is  afforded  by  the  house  organ 
with  a  large  and  specialized  circulation.  It  would  be  a  shame  not 
to  take  advantage  of  it  to  the  fullest  extent,  by  attractive  typog- 
raphy and  make-up,  in  the  first  place,  in  order  that  it  may  attract 
attention ;  then  by  interesting  matter ;  and  lastly,  and  most  import- 
ant, by  strong,  convincing,  personal  talk,  to  bring  the  question 
home  to  the  reader  and  force  him  to  act. 

Your  house  organ  needs  all  the  common  sense,  logic,  psychol- 
ogy, personality  and  enthusiasm  you  can  crowd  into  it.  If  you 
have  net  enough  of  those  things  yourself,  get  somebody  to  supply 
what  you  lack,  and  then  give  him  lots  of  leeway. 

That  is  how  your  house  organ  can  be  a  great  big  success. 


USE  SIMPLE  WORDS. 

In  writing  a  booklet  or  any  piece  of  advertising  literature  it 
is  always  best  to  use  simple  language. 

A  fault  that  is  quite  common  in  the  advertising  of  banks  and 
other  financial  houses  is  that  the  language  used  is  too  stilted, 
formal  and  technical. 

There  are  certain  words  which  are  part  of  the  daily  vocab- 
ulary of  everybody,  young  and  old,  rich  and  poor,  educated  and 
uneducated.  They  are  the  domestic,  the  closely  personal  words  that 
we  all  use  when  we  are  just  ourselves  and  not  trying  to  be  dignified 
or  reserved. 


BOOKLETS  AND  HOUSE  ORGANS.  3T 

As  a  rule,  these  words  come  of  good  old  Anglo-Saxon  stock. 
They  are  homely  but  strong.  They  are  the  heart  of  our  English 
language,  the  most  valuable  heritage  of  our  common  tongue. 

It  is  interesting  to  notice  how  few  words  of  home  and  family 
and  every-day  life  are  of  ponderous  Latin  or  Greek  derivation: 

Mother. 

Father. 

Wife. 

Sister. 

Brother. 

Son. 

Daughter. 

Love. 

Home. 

Work. 

Think. 

Walk 

Talk. 

Eat. 

Drink. 

Do. 

Go. 

Buy. 

Sell. 

Run. 

See. 

And  so  on,  as  far  as  you  like.  Think  about  it  yourself  and 
see  if  it  is  not  true  that  these  simple  words  are  the  ones  most 
often  used  in  daily  life. 

It  is  agreed  that  there  is  no  better  example  of  pure  English  than 
the  King  James  version  of  the  Bible,  and  its  strongest  passages 
are  written  in  the  simplest  language. 

LITTLE   WORDS— BIG   THOUGHTS. 

It  does  not  need  big  words  to  express  big  thoughts — quite  the 
contrary  sometimes. 

What  was  the  secret  of  Dwight  L.  Moody's  oratorical  power? 
Why  did  Charles  H.  Spurgeon  have  such  a  following?  Why  does 
Dr.  Charles  E.  Jefferson  fill  Broadway  Tabernacle,  New  York,  to 
the  last  seat  and  hold  the  breathless  attention  of  his  hearers  ? 

Aside  from  religious  considerations,  the  answer  is — strong,  sim- 
ple language  with  a  direct  personal  application. 


38  PUSHING  YOUR  BUSINESS. 

No  matter  how  well  educated  we  are,  how  much  we  have  trav- 
eled and  seen,  or  how  old  we  are,  we  never  get  away  from  the 
influence  of  the  simple  language  we  learned  at  our  mother's  knee. 

An  uncle  of  the  writer  left  his  home  in  Scotland  when  he  was  a 
youth  and  came  to  this  country  to  seek  his  fortune.  But  he  was 
taken  ill  and  died  among  strangers  at  Rochester,  N.  Y.  On  his 
deathbed  he  talked  in  a  strange  language  which  the  hospital  people 
could  not  understand. 

It  was  Gaelic,  the  language  of  his  childhood. 

All  this  has  a  direct  bearing  upon  your  advertising  problem. 

You  may  think  that  the  limited  number  of  every-day  words 
does  not  give  you  scope  enough  to  tell  your  advertising  story  as 
fully  as  it  ought  to  be  told.  That  may  be  true,  but  there  is  nothing 
to  prevent  your  making  your  language  as  simple  as  possible  with- 
out sacrificing  clearness  or  strength. 

STRENGTH  IN  SIMPLICITY.  ^ 

It  is  really  wonderful  how  much  can  be  said  in  simple  talk  and 
how  strong  it  is.  There  is  an  advertising  man  in  New  York,  Leroy 
Fairman  by  name,  who  has  written  a  whole  book  in  words  of  one 
syllable,  and  it  is  by  no  means  a  primer,  either. 

It  pays  the  advertiser  to  be  on  the  same  ground  as  those  he  is 
trying  to  reach.  Using  commonly  understood  language  is  a  great 
help  in  this  direction. 

When  you  meet  a  stranger  you  at  once  begin  to  talk  about  the 
weather  or  some  other  general  topic. 

Why  is  it? 

Because  it  is  easier  to  talk  about  something  you  have  in  com- 
mon with  the  person  you  have  met.  Haven't  you  noticed  how  much 
better  you  get  on  with  a  stranger  when  you  find  out  that  he  and  you 
have  visited  the  same  places  or  perhaps  used  to  know  the  same 
persons  years  ago? 

The  inference  is  plain.  Don't  come  at  your  prospective  cus- 
tomers with  "shop  talk"  and  technical  terms,  which,  while  per- 
fectly clear  to  you,  may  be  all  Greek  to  them. 

Come  down  off  your  stilts.  Use  the  terse,  short,  plain  words 
with  a  grip  in  them,  and  don't  talk  over  the  heads  of  your  pros- 
pective customers. 

One  of  the  largest  banks  in  New  York  made  a  failure  of  the 
attempt  to  sell  a  splendid  investment  security  through  advertising 


BOOKLETS  AND  HOUSE  ORGANS. 


39 


in  magazines,  and  those  familiar  with  the  matter  say  that  the 
fault  was  not  in  the  securities  or  the  times,  but  in  the  copy,  which 
was  couched  in  terms  so  obscure  to  the  average  man  that  it  was  stale 
and  unprofitable. 

A   WISE    PUBLISHER. 

One  magazine  would  not  accept  the  advertising,  because  it  was 
clearly  seen  that  the  copy  had  no  pulling  power,  that  there  was  no 
adequate  "follow  up"  literature  and  that  as  a  consequence  the  adver- 
tising would  likely  be  a  failure,  as  results  later  proved  it  to  be. 


Human  Interest  in  Advertising. 

The  manager  of  the  publication  referred  to  was  wise  in  his 
generation  and  preferred  not  to  give  this  bank  the  opportunity  to 
lay  the  blame  for  failure  upon  his  medium. 

ENTHUSIASM  IN  ADVERTISING. 

There  are  to-day,  and  there  always  have  been,  persons  who 
frown  upon  enthusiasm. 

There  are  certain  circles  where  it  is  considered  very  much  out 
of  place  to  give  any  evidence  of  this  spirit.  Enthusiasm  is  regard- 
ed as  vulgar,  and  enthusiastic  persons  are  not  considered  worthy  of 


40  PUSHING  YOUR  BUSINESS. 

as  much  confidence  and  respect  as  are  those  who  habitually  hold 
their  feelings  in  restraint  and  are  never  betrayed  into  a  display 
of  energy. 

Nevertheless,  the  fact  remains  that  nothing  great  ever  has  been 
or  ever  can  be  accomplished  without  enthusiasm  somewhere  on  the 
part  of  somebody. 

Until  the  past  few  years  very  little  enthusiasm  was  shown  in 
advertising.  Look  at  the  advertising  pages  in  a  file  of  magazines 
of  twenty  years  ago.  Then  compare  them  with  the  advertising  sec- 
tions of  modern  magazines. 

There  has  been  a  vast  improvement  not  only  in  the  mechanical 
end  of  advertising — in  illustration,  engraving  and  printing — but 
there  is  now  a  life,  a  vigor,  an  enthusiasm  in  advertising  copy  which 
was  almost  totally  absent  in  the  advertising  of  a  comparatively 
few  years  ago. 

ENTHUSIASM  MEANS  PROGRESS. 

That,  with  the  enormous  development  of  the  circulation  of  peri- 
odicals, accounts  for  the  great  growth  of  the  advertising  business 
and  the  prosperity  of  institutions  that  advertise  intelligently. 

Some  time  ago  the  writer  in  connection  with  his  work  for  "The 
Bankers  Magazine"  sent  out  a  piece  of  advertising  matter  to  a 
number  of  bankers. 

It  was  a  little  out  of  the  ordinary  compared  with  the  copy  we 
had  used  before  for  that  particular  purpose.  It  had  a  little  more 
human  interest  and  enthusiasm  in  it,  but  it  was  in  good  taste,  if 
not  superlatively  dignified. 

Incidentally  it  "pulled"  better  than  anything  we  had  ever  used 
along  that  line. 

But  this  same  piece  of  advertising  literature  fell  into  the  hands 
of  one  of  our  good  friends  of  the  extra  dignified,  noblesse  oblige 
type. 

Metaphorically  speaking,  he  raised  his  hands  in  holy  horror 
when  he  read  this  little  human  interest  document  of  ours. 

But  he  sent  us  his  check  just  the  same. 

In  the  letter  accompanying  the  remittance,  however,  he  unbur- 
dened himself. 

With  tears  in  his  voice,  he  sadly  told  us  that  we  weren't  dignified 
enough  and  that  when  addressing  BANKERS  we  could  not  be  too 
serious  and  respectful. 


BOOKLETS  AND  HOUSE  ORGANS.  41 

"HE'S  ONLY  HUMAN." 

When  the  author  was  a  cub  reporter  on  the  Syracuse  Herald, 
one  of  his  regular  assignments  was  to  go  to  the  New  York  Central 
Railroad  station  when  a  prominent  man  was  passing  through  and 
snatch  a  three-minute  interview  with  him  while  the  end-of-the- 
division  change  of  engines  was  taking  place. 

When  hesitancy  about  accepting  the  assignment  was  shown 
sometimes  because  of  the  great  prominence  of  the  personage  en 
route — a  Governor,  Senator  or  Presidential  candidate,  for  exam- 
ple— the  city  editor  would  say: 

"What  are  you  afraid  of?     He's  only  human." 

That's  it,  we  are  all  human,  and  one  touch  of  nature  makes  the 
whole  world  kin. 

It  is  a  mighty  good  thing  for  the  advertiser  that  human  nature 
is  the  same  everywhere,  and  it  is  a  mighty  poor  advertiser  that 
doesn't  make  the  most  of  it  by  putting  the  right  kind  of  enthusiasm 
into  his  advertisements,  his  business  letters,  booklets,  circulars  and 
all  the  printed  matter  that  represents  him  and  seeks  to  further 
his  business. 

It  is  right  awd  proper  to  be  self-respecting  in  your  advertising; 
but  just  remember  that  enthusiasm,  like  faith,  can  remove  moun- 
tains, but  that  unbending  dignity  rarely  pays  dividends. 


CHAPTER  IV. 

Advertising  a  Commercial  Bank. 

DEPOSITS  are  the  lifeblood  of  every  bank's  business. 
So.  to  increase  deposits  is  the  primary  object  of  most 
bank  advertising. 

There  are  two  things  to  be  remembered  and  especially  empha- 
sized in  going  after  commercial  accounts  by  advertising. 

Depositors  will  riot  come  to  a  bank  nor  remain  with  it  unless 
*hey  have  absolute  confidence  in  it. 

Being  a  depositor  with  a  bank  gives  one  an  "open  sesame"  to  its 
many  privileges  and  leads  to  broader  business  relations. 

Nine  times  out  of  ten,,  when  a  man  does  not  use  the  facilities 
a  bank  offers  it  is  because  he  distrusts  the  institution  or  does  not 
know  what  it  can  do  for  him. 

Thus  the  problem  of  the  commercial  bank's  advertising,  in  the 
last  analysis,  simmers  down  to  this: 

1.  Inspire  and  maintain  popular  confidence  in  your  institution. 

2.  Educate  people  as  to  your  ability  and  willingness  to   serve 
them  in  specific  ways  and  prove  that  it  will  be  greatly  to  their  ad- 
vantage to  do  business  with  you. 

Working  out  in  detail  the  sub-divisions  of  these  two  heads  is  the 
task  confronting  the  commercial  bank  in  its  advertising. 

Confidence  is  a  plant  of  slow  growth. 

Advertising  of  the  right  sort  will  accelerate  its  development,  but 
you  might  as  well  at  once  banish  from  your  mind  the  idea  that  a 
short  or  spasmodically  conducted  advertising  campaign  will  be  of 
permanent  value  to  your  institution  in  this  respect. 

Advertising  increases  in  value  from  year  to  year  as  it  continues 

ADVERTISING  MOMENTUM. 

It  is  just  like  the  inertia  and  momentum  we  learn  about  in 
physics. 

The  non-advertising  bank  has  one  kind  of  inertia — the  kind 
that  tends  to  make  a  body  at  rest  remain  so;  the  advertising  bank 
has  the  other  kind — the  kind  that  tends  to  keep  things  in  motion 
when  once  started. 


ADVERTISING  A  COMMERCIAL  BANK. 


43 


It  would  be  a  difficult  thing  to  estimate  the  full  value  of  strong, 
persistent  advertising  conducted  through  a  period  of  years.  The 
momentum  of  such  a  campaign  is  irresistible. 

The  bank  that  thus  accumulates  prestige  and  good  will,  so  to 
speak,  is  a  hard  one  to  overtake  and  surpass. 


Secretary  Cortelyou  on 
The  Money  Crisis 


Says :  "  I  believe  that  if  this  money 
of  the  country,  wherever  hoarded, 
were  at  once  put  back  into  the  channels 
of  trade  there  would  be  within  twenty- 
four  hours  an  almost  complete  re- 
sumption of  business  operations." 

^Circulate  your  money  through  a 
National  Bank.  You  will  be  the 
gainer. 


MANUFACTURERS 
NATIONAL  BANK 

TROY.  N.  Y. 


News  in  Advertising. 


It  is  just  as  wise  to  advertise  to  hold  the  confidence  and  busi- 
ness of  depositors  you  now  have  as  it  is  to  get  new  ones.  Money 
is  money,  no  matter  who  deposits  it.  By  continuous  publicity  along 
proper  lines  you  not  only  put  yourself  in  a  position  to  receive  the 
accounts  of  the  new  generation  of  business  men  constantly  coming 
up  and  of  the  newcomers  in  your  locality,  but  you  also  cement  the 


44  PUSHING  YOUR  BUSINESS. 

ties  that  bind  your  old  customers  to  you  and  keep  the  benefit  of 
their  personal  influence  and  the  word-of-mouth  advertising  that 
they  do  for  you  among  their  friends,  acquaintances  and  business 
associates. 

ADVERTISING  IS  INSURANCE. 

Thus  it  will  be  seen  that  a  bank's  advertising  may  be  regarded 
not  as  an  expense  at  all,  but  as  an  investment  and  a  protection — 
an  investment  very  sure  and  profitable  in  its  returns  and  an  insur- 
ance against  loss  of  present  business. 

In  stating  that  the  inspiring  of  popular  confidence  comes  first 
and  educating  the  public  as  to  banking  functions,  facilities  and 
advantages  second,  we  do  not  mean  that  any  advertising  campaign 
should  be  arranged  on  the  basis  of  first  running  a  series  of  adver- 
tisements devoted  entirely  to  the  development  of  confidence  in  the 
institution  and  then  following  it  with  a  second  one  dealing  with 
the  service  offered. 

On  the  contrary,  these  things  should  go  hand  in  hand.  It  would 
be  better  to  alternate  the  two  kinds  of  advertisements,  or,  better 
yet,  to  incorporate  both  ideas  in  all  the  advertising. 

The  mere  fact  that  a  bank  is  progressive  enough  to  be  a  regular 
and  intelligent  advertiser  is  in  itself  confidence-inspiring,  and  when 
such  "talking  points"  of  both  confidence  and  service  as  are  sug- 
gested at  the  end  of  this  chapter  are  skillfully  woven  into  a  con- 
tinued advertising  story  and  the  story  is  judiciously  placed,  good 
results  are  bound  to  come. 

Any  other  outcome  would  be  contrary  to  all  reason  and  expe- 
rience. 

EDUCATING  THE  PEOPLE. 

The  great  masses  of  the  people  and  a  good  many  business  men 
know  very  little  about  banking  methods  and  facilities. 

The  bankers  themselves  are  largely  responsible  for  this  popular 
ignorance,  which  keeps  away  from  them  a  lot  of  profitable  business. 

They  are  responsible  because  they  have  not  taken  the  public  into 
their  confidence  in  their  advertising,  and,  in  the  majority  of  cases, 
have  not  made  people  feel  that  they  need  the  help  of  a  bank. 

That  is  why  there  is  now  such  a  crying  need  for  educational 
bank  advertising.  Nothing  else  will  do,  because  readers  have 
become  so  used  to  the  strong  and  interesting  advertising  in  other 


ADVERTISING  A  COMMERCIAL  BANK.  45 

lines  that  formal  cards  and  bald,  unsupported  statements  have  little 
weight  with  them. 

The  nearest  approach  to  a  formula  for  a  successful  publicity 
campaign  is  this: 

Tell  old  things  in  a  new  way  and  keep  everlastingly  at  it. 

Your  Earning  Capacity 

ought  to  enable  you  to  do  more  than  just  make 
your  living.  You  ought  to  save  money.  Then 
having  saved,  the  next  thing  is  to  set  your  sur- 
plus to  work  safely  and  profitably. 
The  best  way  for  you  to  insure  a  steady,  reliable 
income  from  your  savings  is  to  secure  a  Certificate 
of  Deposit  in  The  National  Bank  of  Commerce  in 
St.  LouJSj  one  of  the  strongest  in  the  country. 
These  Certificates  are  issued  in  any  amount  from.  $50  up  and 
bear  interest,  at  3%,  payable  semi-annually  or  annually,  and 
renewable. 

They  are  negotiable  by  endorsement  for  their  full  value  under 
ordinary  conditions. 
You  are  earning  now  but  your  earning  capacity 

Can't  Last  Forever 

Now  is  the  time  to  fund  some  of  your  capital. 
For  those  with  funds  already    accumulated,  firms  with  a  large 
reserve,  those    having   charge    of   estates    awaiting,  investment, 
there  is, no  better  way  to  employ  money. 

Certificates  of  Deposit  in  this  bank  are  safe — capital,  surplus  and 
undivided  profits  of  $18,620,704.34  guarantee  that— and  3%  is 
a  profitable  interest  return. 

-Our  valuable  booklet,  '*  You  and  the  Rainy  Day,"  tells  more 
about  the  Certificates  of  Deposit  and  gives  practical  advice  on 
money  matters.  Send  for  it  today. 

The  National  Bank  of  Commerce 

in  St.  Louis 
Broadway  and  Olive  Street 

Advertising  Certificates  of  Deposit. 

Now  for  some  definite  suggestions. 

The  matter  of  checks  and  the  value  of  a  checking  account  is 
something  that  ought  to  provide  a  great  deal  of  good  advertising 
material  for  any  institution  desiring  to  make  a  strong  bid  for  new 
commercial  accounts. 


46  PUSHING  YOUR  BUSINESS. 

The  reproductions  of  several  advertisements  prepared  by  the 
author  for  the  National  Bank  of  Commerce  in  St.  Louis  illustrate  a 
series  of  educational  advertisements  which  proved  very  effective. 

Perhaps  you  say:  "Why,  every  business  man  knows  those  sim- 
ple facts  about  checks." 

Well,  as  a  matter  of  fact,  every  business  man  does  not  know 
even  those  simple  facts,  as  you  can  very  easily  find  out  by  asking 
a  few  questions  among  your  business  acquaintances. 

Moreover,  here  is  a  very  interesting  fact  in  psychology  (or 
human  nature,  if  you  please),  namely:  People  like  to  read  about 
matters  with  which  they  are  already  more  or  less  familiar. 

Consider  your  own  case  for  a  minute  and  see  if  this  is  not  so. 

You  are  a  delegate  to  a  convention,  you  attend  an  entertainment, 
go  to  a  ball  game,  or  are  a  witness  in  a  law  suit,  let  us  suppose. 
Now,  although  you  are  perfectly  familiar  with  what  has  taken 
place  in  the  convention,  at  the  entertainment,  on  the  diamond  or 
in  the  court  room,  nevertheless  you  eagerly  buy  a  paper  at  the  first 
opportunity  in  order  to  read  about  what  you  already  know. 

If  you  discover  in  a  magazine  an  article  about  some  place  you 
have  visited,  don't  you  read  every  word  of  it? 

You  are  a  banker  and  supposedly  know  about  all  there  is  to 
be  known  about  negotiable  instruments,  but  would  you  not  find  a 
good  deal  to  interest  you  even  in  an  encyclopedia  article  on  the 
subject? 

In  this  subject  of  checks,  their  safety,  their  convenience,  their 
cleanliness,  the  business  prestige  they  give  the  user,  and  a  hundred 
and  one  other  ideas  that  will  occur  to  you  if  you  sit  down  and  con- 
sider the  matter  thoughtfully,  there  ought  to  be  enough  of  interest 
and  value  to  provide  material  for  a  long  series  of  newspaper  adver- 
tisements or  street  car  cards. 

And  when  yon  get  around  to  the  subject  of  checks  again  you  can 
tell  the  same  story  in  another  way. 

It  is  a  good  thing  for  the  advertiser  that  while  human  nature  is 
always  the  same  the  English  language  is  very  flexible  and  the  same 
idea  can  be  presented  in  an  infinite  variety  of  ways. 

CREDIT  AND  LOANS. 

Then  there  is  the  subject  of  credit  and  loans  for  commercial 
purposes. 

There  is  a  good  deal  of  ignorance  on  this  point.  Many  a  worthy 
young  business  man  does  not  realize  just  how  a  good  bank  would 


ADVERTISING  A  COMMERCIAL  BANK. 


47 


be  able  and  willing  to  help  him  in  expanding  his  business  legiti- 
mately by  timely  assistance. 

So  an  occasional  educating  talk,  like  that  in  one  of  the  National 
J3ank  of  Commerce  advertisements  shown  herewith,  would  lead  to 
desirable  business  of  this  sort. 


Jbout  Checks___ 


A  bank  is  not  liable  to  the  holder  of  a  check  until  it  accepts  or  cer- 
lifies  the  check,  and  a  bank  is  not  bound  to  make  partial  payment  on  a 
check  if  the  drawer  has  not  sufficient  funds  to  his  credit  to  make  full 
payment. 

If  a  depositor  draws  several  checks  aggregating  more  than  he  has 
standing  to  his  credit,  the  bank  pays  them  in  the  order  of  presentation, 
without  regard  to  dates  or  numbers,  until  the  depositor's  credit  is  ex- 
hausted. The  bank  may  refuse  to  honor  checks  subsequently  presented. 

Every  check  must  be  indorsed.  The 'indorsement  should  be  on 'the 
back  of  the  check  and  as  near  the  left  end  as  possible  in  order  to  make 
room  for  subsequent  indorsements. 

These  are  a  few  facts  about  checks  not  as  generally  known  as  they 
ought  to  be.  The  convenience  and  safety  of  having  a  checking  account 
at  The  National  Bank  of  Commerce  in  St.  Louis,  the  city's  strongest 
financial  institution,  should  also  be  known  and  appreciated  by  every 
business  man  in  St.  Louis. 

Write  or  call  for  full  information  as  to  how  this  big  bank  can  help 
you. 

The  National  Bank  of  Commerce 

in  St.  Louis 
Broadway  and  Olive  Street 


Educational  Advertising. 

The  advantages  of  certificates  of  deposit  are  not  brought  out  as 
strongly  as  they  might  be  a  good  many  times.  Besides  calling 
attention  to  the  desirability  of  such  certificates  for  the  building  up 
of  a  reserve  and  for  the  profitable  employment  of  funds  tempor- 
arily idle,  it  is  possible  to  feature  the  interest-bearing  certificates 
of  deposit  in  such  a  way  that  a  National,  State  or  private  bank  can 


48  PUSHING  YOUR  BUSINESS. 

go  after  savings  accounts  much  as  if  they  really  had  a  savings  de- 
partment. A  way  to  do  this  is  illustrated  in  some  of  the  advertise- 
ments reproduced  in  the  chapter  on  savings  bank  advertising. 

In  the  same  way,  as  outlined  in  these  several  cases,  the  com- 
mercial bank  can  tell  prospective  customers  about  such  features 
of  its  service  as: 

Commercial  letters  of  credit,  collections,  drafts,  discounts,  bank 
money  orders,  transferring  of  money  by  telegraph  or  cable,  and, 
in  short,  about  scores  of  such  functions  and  facilities  as  are  hinted 
at  in  the  list  at  the  close  of  this  chapter. 

The  fact  that  the  officers  of  the  bank  are  always  ready  to  give 
customers  the  benefit  of  their  expert  advice  on  the  matter  of  invest- 
ments and  other  business  questions  is  one  that  cannot  be  too  strongly 
brought  out  in  advertising,  but  how  infrequently  it  is  done! 

HUMAN  CONSIDERATION. 

Aside  from  offering  your  customers  a  very  tangible  advantage 
in  thus  giving  them  the  privilege  of  consulting  you  on  matters  of 
prime  importance  to  them,  advertising  in  this  way  serves  to  bring 
out  the  human  element  in  your  business. 

A  good  deal  is  said  about  "soulless  corporations,"  and  it  is 
rather  hard  to  get  enthusiastic  about  a  great,  cold,  lifeless,  machine- 
like  institution.  But  if  you  can  make  people  feel  that  your  busi- 
ness is  dominated  by  men  with  human  sympathy,  understanding  and 
consideration — men  who  are  not  only  approachable,  but  glad  to  be 
approached — you  have  taken  a  long  step  toward  creating  a  good 
will  for  your  institution,  which,  while  not  figuring  in  your  state- 
ment of  assets,  will  be  worth  a  great  deal  to  you  in  dollars  and 
cents. 

Along  this  same  line  it  is  a  splendid  thing  to  emphasize  in  your 
advertising  the  strength  of  the  personnel  of  your  officers  and  di- 
rectorate, as  is  done  in  the  following  instances: 

The  Northern  National  Bank  of  Ashland,  Wis.,  in  an  attrac- 
tive booklet  says  of  its  directors: 

Our  Board  of  Directors  consists  of  representative  business  men  of 
Northern  Wisconsin,  an  assurance  to  those  having  business  with  the  bank 
that  their  interest  will  be  surrounded  by  all  the  safeguards  possible. 

It  comments  on  official  changes  thus: 

At  the  last  meeting  of  the  Board  of  Directors,  the  following  changes 
were  made  in  the  official  staff,  owing  to  the  resignation  of  Mr.  Frank 


ADVERTISING  A  COMMERCIAL  BANK.  49 

Boutin  as  vice-president.     (Mr.  Boutin  remains  as  a  director  of  the  bank.) 
Mr.   C.   F.    Latimer,   cashier   of   the  bank   since   its   organization,    was 

elected  vice-president. 

Mr.     R.     B.    Prince,    for     some    years    past    assistant    cashier,    was 

elected  cashier.    Mr.  Prince  has  been  with  the  bank  in  various  capacities  for 

nearly    twenty   years. 


About  Loans, 


The  loaning  capacity  of  The  National  Bank  of  Commerce  in  St.  Louis 
is  very  great  on  account  of  its  large  capital,  surplus  and  deposits. 

A  customer .  keeping  an  account .  here  and  carrying  good  average, 
balances  may  be  readily  accommodated  in  the  way  of  a  loan  when  he 
needs  it. 

To  secure  a  line  of  credit  at  this  $86,006^000  bank  it  is  necessary 
for  a  depositor  to  make  us  a  statement  showing  that  he  is  entitled  to  it 
or  else  to  place  with  us  collateral  of  value  to  cover  the  amount  which 
he  borrows, 

Of  course,  in  granting  a  line  of  credit  to  depositors  it  is  expected 
thatf  they  shall  carry  deposits  with  the  bank  sufficient  to  justify  the 
accommodation.  The  amount  generally  required  is  about  20  per  cent 
of  the  line  desired. 

Men  in  business,  manufacturers,  wholesalers,  retailers,  generally 
borrow  on  the  strength  of  their  financial  condition.  Professional  men 
and  others  not  having  capital  put  up  collateral  for  loans.' 

Owing  to  the  large  resources  of  this  bank  we  are  often  able  to 
secure  capital  for  meritorious  enterprises,  business  extensions,  etc.,  by 
bringing  those  desiring  the  accommodation  to  people  who  have  money 
•for  that  purpose. 


The  National  Bank  of  Commerce 

in  St.  Louis 
Broadway  and  Olive  Street 


Better  than  a  Business  Card. 

Mr.  F.  M.  Cole,  paying  teller,  was  elected  assistant  cashier.  Mr.  Cole 
has  been  in  the  service  of  the  bank  for  fifteen  years. 

Mr.  E.  G.  Fisher,  receiving  teller,  and  Mr.  H.  H.  Fuller,  accountant, 
have  held  positions  of  trust  for  periods  covering  twelve  years. 

The  People's  Savings  Bank  and  Trust  Co.,  of  Moline,  111.,  pre- 
faces a  complete  statement  of  the  business  connections  of  its  direct- 
ors by  saying: 


50  PUSHING  YOUR  BUSINESS. 

The  personalities  of  the  Board  of  Directors  (that  is,  their  success  in 
business,  and  the  careful  judgment  and  business  acumen  which  they  bring 
to  the  management  of  the  bank's  affairs)  count  for  more  than  capital  stock 
and  surplus.  The  stronger  the  business  personalities  of  the  directors  and 
management,  the  more  pronounced  and  substantial  is  the  success  of  the 
bank. 

One  or  two  of  these  statements  are  particularly  full  of  human 
interest,  for  example: 

C.  H.  Deere:  President  Deere  &  Co.,  Deere  &  Mansur  Co.;  John  Deere 
Plow  Co.,  Kansas  City;  Deere  &  Webber  Co.,  Minneapolis;  John  Deere 
Plow  Co.,  Omaha;  John  Deere  Plow  Co.,  St.  Louis;  John  Deere  Plow  Co., 
Dallas,  Texas;  Deere  Implement  Co.,  San  Francisco;  John  Deere  Plow  Co., 
Portland,  Ore.;  John  Deere  Plow  Co.,  New  Orleans;  John  Deere  Plow  Co., 
Indianapolis:  Deere-Clark  Motor  Car  Co.,  Moline;  director  American  Trust 
&  Savings  Bank  and  Western  Trust  &  Savings  Bank,  Chicago,  etc.,  etc. 

P.  H.  Wessel:  Practicing  physician.  Has  practiced  medicine  in  Moline 
for  thirty-five  years.  Has  been  three  times  elected  mayor  of  Moline.  Held 
in  very  high  esteem  by  his  fellow  citizens.  Thoroughly  prosperous  in 
business.  Is  a  member  and  treasurer  of  the  State  Board  of  Health. 

J.  T.  Browning:  Practiced  law  in  Moline  for  thirty-eight  years.  For 
last  ten  years  has  devoted  his  time  entirely  to  the  care  of  his  property  and 
to  farming.  Large  holder  of  real  estate  in  and  around  Moline.  Lives 
on  his  farm  one  and  one-third  miles  south  of  the  city.  In  1874-78  repre- 
sented his  Senatorial  District  in  the  Lower  House  of  the  State  Legislature. 
One  of  the  incorporators  of  the  First  National  Bank  (which  was  absorbed 
by  the  Peoples  Savings  Bank  and  Trust  Co.  February  10,  1905)  in  1863, 
and  a  member  of  its  first  Board  of  Directors.  He  has  been  one  of  the 
directors  ever  since,  and  for  some  years  was  president  of  the  Peoples 
Savings  Bank. 

J.  S.  Gillmore:  Cashier  of  the  bank  from  1868  to  January,  1906.  Upon 
his  resignation,  board  of  directors  presented  him  with  a  year's  salary  as  an 
indication  of  their  appreciation  of  his  many  years  of  faithful  service,  and 
of  the  high  esteem  they  hold  for  him. 

C.  W.  Lundahl:  Cashier  and  secretary  of  the  bank.  Has  been  asso- 
ciated in  the  management  of  the  bank  for  twenty-three  years.  For  six 
years  was  assistant  cashier.  He  is  one  of  the  most  conspicuous  examples 
in  this  locality  as  to  the  value  and  rewards  of  thrift  and  economy.  He 
is  a  real  estate  holder  in  Moline.  Though  still  in  the  prime  of  life,  he  has 
accumulated  a  competency  by  "mere  dint"  of  hard  work  and  careful  living. 

"Your  money  is  safe  under  the  eyes  of  such  men.  With  ample  capital 
and  surplus,  fifty  years'  experience  and  success  in  banking,  and  an  unusu- 
ally strong  board  of  directors,  you  cannot  find  an  institution  in  the  coun- 
try better  qualified  to  attend  to  your  banking  business." 

The  American  Trust  and  Savings  Bank  of  Chicago  issued  a 
handsome  booklet  containing  a  condensed  statement  of  condition,  a 
directory  of  the  hank  building  and  portraits  of  all  the  officers  and 
directors  of  the  bank,  among  whom  are  such  prominent  men  as 
E.  H.  Gary  of  the  United  States  Steel  Corporation;  E.  P.  Ripley, 


ADVERTISING  A  COMMERCIAL  BANK.  51 

president  of  the  Atchison,  Topeka  &  Santa  Fe  Railway;  and  Theo- 
dore P.  Shonts,  of  the  Interborough  R.  R.,  New  York. 

"Men  of  Ripe  Experience"  is  the  title  of  a  booklet  issued  by  the 
Cleveland  Trust  Company  as  a  compilation  of  the  names  and  busi- 
ness affiliations  of  the  directors  and  advisory  council  of  the  com- 
pany. In  the  introduction  are  the  following  paragraphs: 

The  character  of  a  bank's  management  has  much  to  do  with  gaining 
the  public  confidence,  which  is  so  necessary  to  its  success.  The  directors 
must  be  well  known  and  successful  business  men  who  are  ever  alert  in  the 
bank's  interests  and  willing  to  give  their  conscientious  efforts  to  increas- 
ing the  business  along  safe  lines. 

If  the  names  of  the  directors  be  ever  so  strong,  however,  and  they  are 
directors  in  name  only,  they  are  a  source  of  weakness  and  might  better  be 
replaced  by  less  conspicuous  men  who  would  appreciate  the  sacredness  of 
the  trust  imposed  on  them. 

The  Cleveland  Trust  Company  has  been  fortunate  in  having  had  from 
its  beginning  directors  who  have  been  enthusiastic  in  their  devotion  to  its 
affairs^  and  have  given  their  time  and  attention  without  stint  to  building 
up  the  Company's  business. 

No  importa'nt  action  has  been  taken  nor  policy  adopted  by  this  bank 
without  the  sanction  of  the  majority  of  its  directors  after  careful  consid- 
eration. The  minutes  of  the  company  will  show  this  to  be  true. 

INDIVIDUALITY  IN  ADVERTISING. 

All  this  kind  of  thing  makes  for  individuality  in  bank  advertis- 
ing arid  that  is  a  very  valuable  point.  The  objection  is  sometimes 
made  by  too  conservative  bankers  who  are  being  urged  to  go  in  for 
"educational"  advertising  that  such  broad  advertising  will  bring 
business  to  every  bank  in  the  community. 

It  certainly  will,  but  if  individuality  in  copy  and  style  is  devel- 
oped and  maintained  the  advertising  bank  will  get  fully  ninety  per 
cent,  of  the  new  business  created. 

This  matter  of  individuality  is  especially  important  in  the 
advertising  of  a  bank  to  get  business  from  other  banks,  because 
the  service  offered  in  such  particulars  as  collections  for  correspond- 
ents and  in  taking  care  of  reserves  is  practically  the  same  among 
all  banks. 

The  right  kind  of  advertising,  such  as  is  suggested  in  this  book 
— this  is  said  advisedly,  sincerely  and  with  due  modesty — will  cre- 
ate for  you  an  individuality  which  will  in  time  enable  your  insti- 
tution to  forge  ahead  of  your  competitors  who  are  not  advertising  in 
a  modern  way,  and  at  least  to  divide  the  business  evenly  with  such 
of  your  competitors  as  are  awake  to  the  fact  that  a  new  day  is  at 
hand  in  financial  publicity. 


PUSHING  YOUR  BUSINESS. 


In  regard  to  the  advertisement  reproduced  on  this  page> 
the  author  commented  in  "The  Bankers  Magazine/'  as  follows: 

'  'Printers  Ink/  the  'Little  Schoolmaster'  of  the  advertising 
business,  performed  only  half  its  duty  when  in  a  recent  issue  it  took 

occasion  to  criticise  this  ad- 
vertisement of  The  Phenix 
National  Bank. 

"The  criticism  had  some 
justification,  but  it  was  ad- 
ministered so  caustically 
that  it  had  no  particular  val- 
ue either  for  the  Phenix 
Bank  or  for  financial  adver- 
tisers in  general. 

"The  burden  of  showing 
a  better  way  rests  with  the 
critic.  We  propose  to  criti- 
cise that  same  Phenix  ad., 
but  we  will  not  be  blind  to 
its  good  points  and  will  try 
to  be  constructive  rather 
than  destructive  in  our  crit- 
icism. 

"This  ad.  is  not  as  effect- 
ive as  it  might  be,  but  it  is 
so  much  better  than  the  av- 
erage bank  advertisement  in 
the  New  York  papers  that 
it  shines  like  a  good  deed  in 
a  naughty  world. 

"It  doesn't  tell  very 
much  about  the  bank,  it  is 
true — just  about  as  much  as 
is  done  by  the  perfunctory  advertising  of  many  other  New  York 
banks. 

"But  the  cut  of  the  bronze  tablet  is  unique  and  attracts  atten- 
tion. However,  just  attracting  attention  to  your  advertisement  is 
not  enough. 

"What  would  you  think  of  a  man  who  shouted  and  waved  at 
you  on  the  street,  and  then,  after  making  all  this  fuss  over  you,  let 
you  go  on  your  way  without  telling  you  what  it  was  all  about? 


Only  a  Beginning. 


ADVERTISING  A  COMMERCIAL  BANK. 


53 


"Probably  you  would  suspect  the  'D.  T.s',  or  something  like  that. 

"If,  after  attracting  your  attention,  he  silently  pointed  you  to 
his  place  of  business^  you  would  understand  a  little  better,  but  the 
chances  are  you  would  not  be  convinced  or  satisfied  even  then. 

"It's  like  what  John  B.  Gough  used  to  say  about  sitting  down  on 
a  hornet's  nest — very  stimulating  but  not  very  nourishing. 


It  Might  Surprise  You 
to  Know 

i  many  of  our  savings  depositors  are  women— iiiwie 
men  who  earn  their  own  living,  married  women  who 
losit  for  the  family,  wealthy  women  who  have  sepa- 
ome. 

Women  Naturally  Prefer 
a  Conservative  Bank 

-  ^^^jjjk^*^11? 

avests  its  deposits  in  secured 


The  Northern  Trust 
Company-Bank 

.  $1.500.000.        Surplus.  $1.300.000 


Good  Bank  Ads.  for  Women. 


"Most  banks  attract  attention  in  a  more  or  less  feeble  way  by 
their  card  announcements.  The  Phenix  ad.  attracts  attention  strong- 
ly, but  does  little  more  than  point  out  its  location — a  good  thing  in 
itself,  but  why  stop  there? 

"Why  not  use  the  same  cut  with  a  mortise  in  it  for  change  of 
copy  daily?  There  would  be  the  same  general  publicity  value, 
day  by  day  and  cumulative,  and,  in  addition,  there  would  be  oppor- 
tunity for  a  really  interesting  and  educating  campaign,  though  prob- 
ably larger  space  would  be  needed  to  do  it  adequately. 

"That  this  would  pay  is  proved  by  the  experience  of  banks  that 
have  given  the  idea  a  thorough  trying  out.  It  is  as  certain  as  cause 
and  effect. 


54  PUSHING  YOUR  BUSINESS. 

"If  New  York  was  a  finished  city,  if  there  was  no  new  genera- 
tion of  business  men  constantly  coming  up,  if  thousands  of  new- 
comers were  not  added  to  the  city's  population  every  week,  if  the 
human  memory  was  perfect  and  the  human  mind  not  subject  to 
what  Chalmers  called  'the  expulsive  power  of  a  new  affection' 
(i.  e.,  if  customers  could  not  be  weaned  away  to  another  bank)  one 
statement  of  the  Phenix  Bank's,  or  any  other  bank's,  claims  upon 
the  interest  of  the  business  public  would  be  enough. 

"But  what's  the  use?  It  is  a  condition  and  not  a  theory  that  con- 
fronts us." 

A  COMPARISON. 

Comparisons  are  odious,  but  sometimes  they  are  helpful. 

Herewith  we  reproduce  advertisements  of  the  Chatham  Na- 
tional Bank  of  New  York  and  of  the  International  Correspondence 
Schools  of  Scranton,  Pa.  We  are  willing  to  give  both  of  these 
institutions  a  free  advertisement  because  we  desire  to  use  their 
respective  announcements  to  point  our  moral  and  adorn  our  tale. 


THE   CHATHAM    BROADWAY 

NATIONAL        SATNRDEE?HN 

BANK  NEW  YORK. 

fjf  Solicits  the  accounts  of  merchants,  firms  and  corpo- 
^U  rations,  and  la  prepared  to  extend  to  them  every 
facility  consistent  with  conservative  banking. 

ESTABLISHED    1851. 


Was  the  Ad  Established  in  1851,  too  ? 

If  there  is  one  sentence  that  has  been  used  more  commonly  in 
bank  advertising  than  any  other  it  is  that  in  the  Chatham  National 
Bank  advertisement — "Solicits  the  accounts  of  merchants,  firms 
and  corporations,  and  is  prepared  to  extend  to  them  every  facility 
consistent  with  conservative  banking." 

We  doubt  if  this  was  the  best  thing  that  might  have  been  said 
even  the  first  time  it  was  ever  used,  but  when  hundreds  of  banks 
have  used  it  scores  of  times  it  is  pretty  threadbare,  and  its  value 
from  an  advertising  standpoint  is  practically  nil.  "Age  has  staled 
and  custom  withered  it,"  because  it  has  no  "infinite  variety." 

Surely  there  must  be  something  about  a  bank  over  fifty  years 
old  that  gives  it  an  individuality — something  that  gives  it  the  right 


ADVERTISING  A  COMMERCIAL  BANK. 


to  rise  above  the  common- 
place in  its  advertising.  As 
it  is,  "Established  1851"  is 
the  strongest  part  of  this 
advertisement,  but  that 
way  of  stating  the  age  of 
the  institution  is  merely 
conventional  and  not  par- 
ticularly action-compelling. 

In  criticizing  such  ad- 
vertising as  this  we  do  not 
think  that  we  are  setting 
up  a  man  of  straw  just  to 
knock  him  down  again. 
We  sincerely  believe  that 
such  advertisements  are  not 
the  best.  Even  an  old  and 
prosperous  bank  can  not 
afford  to  do  poor  advertis- 
ing. 

If  this  be  treason,  make 
the  most  of  it. 

A  STYLE  THAT  PAYS. 

Now,  glance  at  the 
other  advertisement  for  a 
few  moments,  and  as  you 
do,  remember  that  the 
great  business  it  stands 
for  has  been  built  up  en- 
tirely through  advertising. 

Results  form  the  ul- 
timate test  of  all  adver- 
tising. The  International 
Correspondence  Schools 
have  been  using  this  style 
of  advertising  for  years 
and  have  grown  to  enor- 
mous proportions  through 
it.  Notice  that  this  copy 
does  not  read: 


We're   Going  to 
Raise  Your  Salary 

Such  scenes  as  tlii.s  are  actually  taking  place 
every  day.  Invariably  the  man  who  gets  the 
raise  is  the  trained  man— the  expert— while 
the  untrained  man  plods  along  at  the  same  old 
wage. 

If  you're  poorly  paid  and  have  ambition 
you're  too  good  a  man  to  be  kept  down ;  and 
you  wouldn't  stay  down  if  you  only  knew  how 
easily  you  can  acquire  the  training  that  will 
put  you  in  the  lead.  It  doesn't  c"8t-  you  any- 
thing to  timl  out  how  yon  can  accomplish  this— 
how  you  can  have  your  Halnry  raided.  The 
only  requirement  is  the  ability  to  read  and 
write,  simply  mark  the  attached  coupon  and 
mail  it  now  to  the  International  Correspon- 
dence Schools. 

During  February  67 H  students  voluntarily 
reported  salary  increases  and  promotions  re- 
ceived as  a  di>  ect  result  of  I.  C.  8.  training. 


International  Correspondence  Schools, 

Box  888  ,  8CRA.NTON,  PA. 

Please  erplaln,  without  farther  obligation  on  my  part, 
how  I  can  qualify  for  a  larger  salary  In  the  posi- 
tion before  which  I  have  marked  X 


Bookkeeper 
Stenographer 
Advertisement  Writer 
Show  Card  Writer 
Window    Trjmmer 
Commercial  Law 
Illustrator 
Civil   Stervlce 
Chemist 
Textile  MlllSupt. 
Electrician 
Elee.  Engineer 

mechanical  Draftsman 
Telephone  Engineer 
Elec-LlghtlngSupt. 
Median.  Enclneer 
Flumber  &  Steam  Fitter 
Stationary  Engineer 
Civil  Engineer 
Building  Contractor 
Arehltec'l  Draftsman 
Architect 
Struc  tural  Engineer 

Ml  nl  ne  Engineer 

Wa 


Street  and  Ko.. 
City 


An  Ad.  that  Appeals, 


.56  PUSHING  YOUR  BUSINESS. 

"The  International  Correspondence  Schools  solicit  students  and 
are  prepared  to  extend  to  them  every  facility  consistent  with  con- 
servative correspondence  instruction." 

Perhaps  you  say  "Bank  advertising  ought  to  be  more  dignified 
than  that  of  a  school."  Well,  why  should  it?  Isn't  a  man's  educa- 
tion, his  preparation  for  his  life  work,  just  as  important  and  serious 
a  matter  as  his  banking  relations  ?  And  •  why  shouldn't  there  be 
just  as  much  human  interest  in  the  advertising  matter  meant  to 
appeal  to  him  for  one  of  his  needs  as  for  another? 

A  writer  in  "System"  said: 

This  is  the  test.  If  your  customers  like  your  goods,  and  continue  to 
buy  them  in  ever  increasing  patronage,  you  need  not  worry  over  stretching 
a  point  in  conservative  advertising.  There  is  no  law  of  business  or  common 
sense  that  compels  a  merchant  to  stick  to  heavy  dignity  at  the  expense  of 
trade.  What  passes  for  dignity  in  advertising,  very  often,  is  mediocrity. 
Lack  of  originality  sometimes  passes  for  conservatism.  A  merchant 
should  seek  to  appeal  to  the  public  through  mind-channels  that  run  in  the 
most  human  direction.  When  you  discover  that  direction,  let  the  ideas 
have  free  play,  even  if  you  must  be  undignified. 

That  is  from  a  merchant's  standpoint,  and  to  a  certain  extent 
the  same  can  be  said  of  ban'i  advertising. 

Of  course,  it  is  not  meant  to  assert  that  a  commercial  bank 
should  use  exactly  the  same  methods  in  seeking  business  as  the 
correspondence  school  does  in  getting  pupils.  That  would  be  a 
reductio  ad  absurdum,  but  nevertheless  the  principle  is  the  same. 
The  details  must  be  worked  out  with  good  judgment  and  common 
sense. 

GOOD  POINTS  BROUGHT  OUT. 

The  good  points  of  this  I.  C.  S.  ad.  include  the  following: 
It  is  well  illustrated,  that  is,  the  figures  are  lifelike  and  full  of 
expression.  They  mean  something  and  serve  not  only  to  attract  at- 
tention to  the  advertisement  but  to  emphasize  the  thought  of  the 
reading  matter,  the  illustration  and  the  copy  being  closely  tied  up 
together.  There  is  enthusiasm  in  both  the  illustration  and  the 
copy.  The  "we're,"  "you're,"  "wouldn't"  and  "doesn't"  are  col- 
loquial. The  frequent  use  of  personal  pronouns  brings  the  message 
home  to  the  reader  much  more  strongly  than  could  be  done  other- 
wise. 

The  advertisement  appeals  to  self  interest  and  ambition,  which 
the  advertising  man  of  the  I.  C.  S.  well  knows  are  two  of  the 
strongest  levers  it  is  possible  to  use  in  moving  the  human  will. 


ADVERTISING  A  COMMERCIAL  BANK.  57 

By  telling  the  large  number  of  students  who  voluntarily  re- 
ported promotion,  the  ad.  writer  proves  the  reasonableness  of  his 
claims  and  likewise  appeals  to  another  side  of  human  nature — the 
willingness  to  do  something  that  many  others  are  doing. 

Printing  a  coupon  and  telling  people  definitely  just  what  you 
want  them  to  do  is  good,  too,  because  it  makes  it  easy  for  them. 
Even  the  dotted  border  of  the  coupon  has  a  psychological  value 
as  it  shows  how  easy  it  is  to  cut  out  the  coupon. 

"Box  823"  is  a  key  number,  whereby  the  advertiser  can  tell 
how  this  particular  medium  pays  him.  No  advertiser  can  afford  to 
do  things  by  guess  in  spending  his  good  money  for  advertising. 

Banks  can  learn  a  good  deal  from  the  study  of  the  work  of 
such  successful  advertisers  as  this. 

Some  day  a  New  York  city  bank  will  become  courageous  enough 
to  do  some  real  advertising — possibly  even  going  so  far  as  to  use 
good  appropriate  illustrated  copy  as  well  as  sound  arguments  and 
reasons. 

There  have  been  $75,000  receiverships,  why  not  a  bank  adver- 
tising appropriation  of  that  amount.  Rightly  expended  it  would 
be  a  dividend  earning  investment. 

Writing  in  the  "Banking  Publicity"  department  of  "The 
Bankers  Magazine,"  Harvey  A.  Blodgett  says: 

Guesswork  and  lack  of  system  hold  full  sway  in  the  advertising  depart- 
ment of  many  a  bank.  To  how  few  bankers  has  it  occurred  that  there 
can  be  such  a  thing  as  system  in  the  expenditure  of  that  most  important 
factor  in  promoting  business,  the  advertising  appropriation. 

ADVERTISING  ANALYSIS. 

It  is  because  so  much  money  has  been  spent  upon  advertising  ventures 
with  so  little  tangible  return,  that  the  banker  shies  at  the  very  word 
"advertising."  Although  accustomed  to  analyze  business  propositions  of 
all  sorts,  the  average  banker  fails  to  properly  analyze  the  probable  effect 
of  many  of  the  advertising  schemes  with  which  he  is  tempted. 

There  is  a  simple  test  which  the  banker  should  rigidly  apply  to  every 
proposed  expenditure.  It  is  this:  "Will  this  thing  suggest  to  possible 
clients  any  benefits  they  will  enjoy  from  doing  business  at  this  bank;  will 
it  inform  people  of  the  services  it  has  to  sell,  of  which  some  are  ignorant; 
will  it  convince  people  that  this  bank  earnestly  desires  to  be  their  sympa- 
thetic, personal  ally?  Will  it  inspire  the  desire  to  save,  or  does  it  explain 
how  to  establish  a  credit?  If  it  will  accomplish  none  of  these  results,  or 
any  equally  vital,  why  is  it  a  good  investment?" 

My  plea  is  for  a  system  in  bank  advertising,  which  will  not  only  go  a 
long  way  toward  the  elimination  of  waste,  but  will  produce  gratifying 
5 


58  PUSHING  YOUR  BUSINESS. 

results  in  the  way  of  increased  business  and  profits  for  the  banker,  and 
greater  confidence  in  him.  Every  dollar  expended  for  advertising,  under 
a  correct  system,  will  remain  a  permanent  asset. 

Advertising  is  a  constructive  force.  Just  as  a  mechanical  engineer 
draws  upon  paper  the  various  parts  of  a  machine  and  figures  its  weights 
and  measurements  before  a  casting  is  made,  and  just  as  the  function  of 
each  part  of  the  machine  is  determined  in  advance  of  its  construction, 
so  should  every  integral  part  of  a  bank's  advertising  campaign  be  planned 
and  considered  with  a  view  to  constructing  an  efficient  and  effective 
entirety,  before  the  first  dollar  is  expended  upon  it. 

GENERAL  PUBLICITY  NOT  ENOUGH. 

In  planning  a  systematic  advertising  campaign,  first  dismiss  the 
thought  that  the  aim  of  advertising  is  just  to  keep  your  name  before  the 
public.  A  mere  name,  however  prominently  displayed,  suggests  nothing 
to  the  average  person.  Do  we  not  pass  the  same  signs  day  after  day 
without  being  impressed  by  them?  When  we  consult  a  utility  which  is 
the  gift  of  an  enterprising  advertiser,  how  often  do  we  give  the  name  upon 
it  even  a  fleeting  thought? 

When  a  banker  calls  upon  a  prospective  patron  for  the  purpose  of 
inducing  him  to  open  an  account,  is  he  content  to  mention  in  a  stiff  and 
impersonal  way  the  name  of  the  bank,  its  resources,  and  the  personnel 
of  its  management,  and  let  it  go  at  that?  No,  he  eagerly  grasps  the 
opportunity  for  a  heart  to  heart  talk,  telling  his  prospect  what  relation 
the  bank's  resources  bear  to  the  safety  of  its  depositors,  and  what  priv- 
ileges and  conveniences  are  enjoyed  by  having  a  checking  account.  He 
lays  stress  on  the  bank's  willingness  and  ability  to  grant  accommodation 
in  time  of  need,  and  waxes  eloquent  in  explaining  the  many  advantages  of 
a  business  connection  with  his  institution.  He  considers  that  he  is  scatter- 
ing seeds  of  kindness  when  he  inspires  the  desire  to  save  and  get  ahead 
in  the  world,  tie  presents  the  bank's  case  in  a  systematic  way.  His 
first  interview  being  without  result,  he  hopes  that  at  least  he  has  set  his 
man  to  thinking,  and  avails  himself  of  subsequent  opportunities  to  clinch 
his  arguments.  The  banker  who  conducts  his  advertising  campaign  upon 
the  same  theory,  has  his  hands  full  taking  care  of  new  business. 

AN   EDUCATIONAL    CAMPAIGN. 

No  more  than  the  student  can  absorb  the  contents  of  a  text-book  by 
reading  its  title,  can  the  layman  comprehend  all  the  benefits  of  a  banking 
connection  by  reading  the  bank's  business  card.  Successful  bank  ad- 
vertising is  a  matter  of  systematic  education.  The  bank  must  do  the 
teaching.  The  lessons  must  be  short  and  interesting,  in  order  to  attract 
attention  and  hold  it.  System  must  govern,  for  every  successful  under- 
taking is  the  product  of  system. 

Map  out  a  year's  campaign  in  advance,  making  it  a  series  of  ad- 
vertisements each  instalment  of  which  will  present  interestingly  some 
feature  of  the  bank's  services.  Let  one  argument  follow  another  in  logical 
order.  Do  not  expect  a  single  advertisement  to  bring  immediate  and  direct 


ADVERTISING  A  COMMERCIAL  BANK.  59 

returns  sufficient  to  repay  its  cost.  Skillful  advertisers  rely  upon  the 
cumulative  results  of  their  work,  knowing  that  little  by  little  their  argu- 
ments find  lodgment  in  the  public  mind,  a  tiny  impression  now  being 
augmented  by  another  later  on. 

Whether  the  medium  is  to  be  the  public  press  or  the  more  personal 
method  of  letters  and  printed  literature,  the  successful  campaign  should 
be  planned  as  a  whole,  and  systematically  followed  to  a  logical  conclusion. 

TALKING  POINTS. 

Following  are  some  points  which  can  be  used  to  advantage  in 
general  bank  advertising: 

Government  supervision. 

Frequent  inspection  by  Comptroller  of  the  Currency  and  by  committee 
of  directors. 

Bank  account  a  basis  for  loans. 

Earning  good  dividends  for  stockholders. 

Conservatism,  progressiveness,  courtesy. 

Age  and  history  of  bank. 

Details  of  Government  regulation. 

Campaign  of  education  on  banking  methods. 

Explaining  statements  in  non-technical  language. 

Prompt  collections. 

Par  arrangements. 

Growth   of   community — resources   and   industries. 

Capital,  surplus,  undivided  profits. 

Depository  for  United  States,  State,  County,  City. 

Relative  standing  of  bank  among  other  institutions  in  community  or 
country. 

Growth  of  deposits  shown  graphically. 

Double  liability  of  stockholders. 

Come  in  and  meet  officers. 

Answering  questions  of  public. 

Advice  on  investment,  business,  etc. 

Percentage  of  reserves. 

The  number  of  accounts  as  well  as  the  total  amount  of  deposits. 

Physical  protection,  vaults,  safes,  time  locks,  burglar  alarms,  fire- 
proof construction  of  building. 

Banking  by  mail. 

Location— as  to  territory  surrounding  and  as  to  convenience  in  com- 
munity. 

Certificates  of  deposit — interest  bearing,  transferable  by  indorsement, 
not  subject  to  attachment,  good  security. 

Directors  who  direct. 

Directors  successful  in  other  lines  of  business. 

Not  a  "one  man"  bank. 

Foreign   exchange. 

Clerks  who  use  foreign  languages. 

Discounting  negotiable  paper  and  commercial  bills. 

Expert  heads  of  departments. 


60 


PUSHING  YOUR  BUSINESS. 


Depositing  all   receipts   with  bank   and   making   all   disbursements   bT 
check. 

Information   department. 

Modern  equipment. 

Drafts  on  principal  cities  of  the  world. 

Letters  of  credit. 

Travelers'  checks. 

Money  transmitted  by  cable. 

Officers  and  employees  bonded. 

Prestige  of  dealing  with  a  big  bank. 


The  young  business  man 

who  has  demonstrated  ability 
successfully  to  conduct  a  small 
business  will  receive  special  a#en- 
tion  and.  consideration  from 

THE  NATIONAL  BANK 

OF  THE 

REPUBLIC 

BOARD  OF  DIRECTORS 

ROBERT  MATHER        JOHN  R.  MORRON      ROLUN  A.  KEYES 
Pro.  Rota  Uud  R.  R.  Sy«  IWDiuwuiGKieCo.  Ft.«kki>  M«V«th  «t  Co. 

CHAS.H.CONOVER      JOHN  A  LYNCH 


JOHNV.FARWElJJr. 
<<J.V.F».«llor^ 
E.  B.  STRONG 
CoMM 

FRANK  O.  LOWDEN 


FRANK  E.  VOGEL 

VK^P-S»rl.C<^c,4Co. 

HENRY 


J.  B.  GREENHUT 

OpiulM.  P«n< 

H.W.HEIMRICHS 

Vio-Pra.  M  D  W««.Co. 

W:  T.  FENTON 


Cipital,  Surplut  and  Profit*,  $3,000,000.  Li  Salic  and  Monroe  Strreti 


Good  Business. 


Prompt  remittance  of  collections. 

Frequent  audits,  examinations  by  directors'  committee 

No  past  due  paper. 

No  re-discounting. 

Amount  of  circulation  taken  out. 

Success  of  bank  built  on  prosperity  of  customers. 

Use  of  a  motto  and  emblem. 

Amount  of  deposits  shows  popular  confidence. 

Surplus  and  profits  show  prosperity. 

Establishing  a  credit. 

How  capital  is  invested. 

Long  history  shows   satisfactory  service. 

Table  of  growth  of  deposits  over  a  period  of  years, 

Accuracy  "in  detail. 

How  bank  has  weathered  panics. 

Advantages  of  bank  money  orders. 

Personal  wealth  of  stockholders. 


ADVERTISING  A  COMMERCIAL  BANK.  61 

The  laws  safeguarding  National  banks. 

Banks  add  value  to  your  property  and  convenience  to  your  business. 

Charging  due  paper  unpaid  to  profit  and  loss. 

Answering  inquiries  of  non-residents. 

Bank  does  not  speculate  nor  promote  speculative  enterprises. 

Membership  in  clearing-house. 

Employees  are  bonded. 

Confidential  relations  between  officers  and  customers. 

Negotiating  farm  loans. 

List  of  correspondent  banks. 

Record  of  loans  made  without  loss  or  foreclosure. 

Helping  young  business  men. 

Interest  on  time  deposits. 

Length  of  service  of  officers. 

Making  a  feature  of  statement  to  Comptroller. 

Proportion  of  surplus  to  capital. 

Accuracy  in  detail;  promptness  in  execution. 

Number  of  dividends  paid  to  stockholders. 

Encouraging  small  deposits.     Having  many  small  notes. 

Directors  in  constant  touch  with  affairs  of  bank. 

Bonds  bought  and  sold. 

Conservative,  safe,  panic-tried. 

Real  estate  holdings  of  directors. 

Build  up  your  credit. 

Night  watchman — electric  alarm  system. 

Our  customers'  success  is  our  success. 

A  time-tested  bank. 

The  quality  of  securities  held. 


Trademark  Designed  by  the  Author  for  the  Quincy  (111.)  National  Bank  . 


CHAPTER  V. 

Savings  Bank  Advertising. 

THE  customers  of  the  savings  bank  come  from  a  broader  field 
and  are  more  numerous  than  those  of  any  other  financial 
institution.  Likewise  its  appeal  is  more  personal  and  there 
are  greater  possibilities  of  human  interest  in  its  advertising  story. 

Everybody  who  earns  money  should  save  some  of  it  and  deposit 
his  earnings  in  a  strong  bank. 

That  is  the  gospel  the  savings  bank  has  to  preach.  It  has  in- 
numerable texts  and  hundreds  of  different  ways  to  preach  it.  The 
subject  of  thrift  is  an  old  one,  but  it  has  not  been  exhausted  yet. 
And  a  new  generation  is  constantly  rising  up  that  needs  instruction 
in  the  straight  and  narrow  path  of  saving  that  leads  to  financial 
independence. 

The  first  and  most  important  part  of  the  savings  bank's  cam- 
paign for  deposits  is  the  newspaper  and  street  car  advertising.  All 
other  advertising  is.  as  a  rule,  subsidiary  to  this. 

If  there  are  daily  papers  in  your  community,  use  the  best  of 
them  at  least  twice  a  week.  Every  day  in  the  week  would  be  bet- 
ter. If  your  appropriation  will  not  permit  large  space  every  day, 
it  is  better  to  use  smaller  space  continuously  than  large  space  infre- 
quently. 

Six  small  ads.,  one  each  on  Monday,  Tuesday,  Wednesday, 
Thursday,  Friday  and  Saturday,  will  bring  better  aggregate  re- 
sults than  a  single  weekly  advertisement  of  a  size  equal  to  the  total 
space  of  the  six  smaller  ones. 


FREQUENT  CHANGE  OF  COPY. 

No  matter  if  it  does  involve  considerable  work,  there  should  be 
a  change  of  copy  each  insertion  in  all  savings  advertisements.  The 
same  style,  and  if  possible  the  same  position  in  the  paper  should 
be  maintained  constantly.  In  this  way,  by  frequent  change  of  copy, 
but  steady  use  of  the  same  place  and  typographical  style,  you  are 
able  to  convey  the  impression  of  continuity  and  stability  and  still 
give  a  freshness  and  educational  value  to  your  advertising  that  will 
attract,  interest  and  convince  the  public,  your  possible  depositors. 


NO  MAN  IS  POOR 

WHO  PUTS  HIS'  SAVINGS  REGULARLY  IN 

iy  Citizens' §ss  Bank 

CHAMBER  Of  COMMERCE   BUILDING. 


rrtf,  m.  R.  r  rf. 

O.kUr,   F     V.  Tlllot.o.. 
AIM.  CuklM. F.  1.  Htltf.    Awl.  Cuklrr.  5l»«r1  a.  rr.u» 


The  Possession  of  Money 

hich  the  ordinary 


by 


signifies  power—  It  paves  the 
man  can  help  others  and  htmselt. 

Therefore.  It  Is  perfectly  proper  tbat  you  should  strive. 
within  reasonable  bounds,  to  accumulate  It 

Deposit  your  surplus  funds  In  the  People's  Saving  Bank, 
wnere  same  will  draw  4  per  cent  Interest,  and  the  temp- 
tatlon  will  not  be  so  great  to  squander  tbat  which  you  will 
need  In  future  years. 

4  P«r  Cent  Interest  Paid  on  Saving*  Account*. 

PEOPLE'S  SAVIN6S  SANK 


Capital.  $100,000. 


DCS  MOINEB,  IOWA. 


Proflt*.  175,000. 


Tito  Bank  Is  Six  Months  OTd  To-day. 

All  Savings  Bank 
Records  Broken 

It  is  a  significant  fact  that  during  the  first  six  months  of 
its  ca/eer  the  volume  of  this  bank's  business  has  exceeded  that 
of  »ny  Savings  Bank  heretofore  established  in  Washington 

Following  is  the  monthly  statement  of  our  deposits 


Jun.  30 

July  10 
AU(.  30 


Watch  Us  Grow! 

lVpo.ll. 
I23.4M.4I 

S39.445.06 
{48.256.88 
173.053.82 

$80,276.52 

$116,727.75 

^Deposit  your  funds  here  wherc-they  will  earn  interest,  and 
let  your  income  grow  with  a  growing  bank 

CITIZENS 

Conservative  ^rM  Government 

Management  Supervision. 

1406  N.  Y.  Ave.       Bond  Building. 

3%  Interest  on  Savings  Accounts. 
2%  Interest  on  Checking  Accounts. 


Or     DETROIT 

"CAPITAL  $250,000. °P          SURPLUS  $  I25,ooo£ 


BANK  ACCOUNTS 

•  This  bank  desires  to  serve  &  lar'gef  number  of  depos- 
itors with  whom  it  can  have  close  personal  relations,  and 
solicits,  the  accounts  of  firms,  corporations  or  individual*. 

153  GRISWOLD  ST..  COR.  LAFAYETTE  AVE. 

Branch— Cor.  Michigan  Ave.  and  Thirty-fourth  St 


^^..•^•. 


l.l^J 


To  Any 
Amount 

Deposited  with  this  bank 
will  make  a  practical  Christ- 
mas Gift  'tor  Wife.  Sou. 
Daughter  or  Friend. 

Money  depoaluxi  la  their 
aame  will  maka  tie  ChrliV 
aiB«  a  Joyous  one.  Remember 
thOvllttle  one*  with  ordinary 
G1(U— the '  older  ones  with 
DOLLARS— which  will  grow 
with  tho  a  per  eant  w*  p»y. 

THE  DIME  SAVINGS  BANK, 


DETROIT,  MICH. 


Let  The  Wile  Try 

Some  men  cannot  save,  but  the 
family  prospers  because  the  wife 
keeps  a  savings  account  and  depos- 
its every  dollar  she  can  spare  from 
her  allowance  with  now  and  then  a 
larger  sized  bill 

Many  homes  are  saved  and  paid 
forbecause  the  wife  realizes  the  ne- 
cessity of  laying  aside  part,  of  the 
family  income  against  the  day  of 
need. 

Several  hundred  ladies  carry  ac- 
counts with  this  bank,  and  it  is  our 
pleasure  to  extend  our  lady  deposi- 
tors every  consideration  and  courtesy. 

We  pay  4  per  cent  interest  com- 
pounded semi-annually. 

Let  Your  Savings  Work,  Too 

DES  MOMS  SAVINGS  BANK 

Northwest  Comer  West  Fifth  and  Walnut 


Strong  Savings  Bank  Advertising. 


64  PUSHING  YOUR  BUSINESS. 

Haphazard  advertising  will  not  accomplish  the  best  results. 
Plan  a  campaign  as  a  whole.  Then  carry  it  out  systematically. 

The  conditions  vary  in  different  communities  and  with  different 
institutions,  but  the  following  outline  of  a  campaign  for  savings 
deposits,  successfully  carried  out  in  a  Western  city,  ought  to  be  of 
value  as  an  example: 

The  daily  newspapers  formed  the  backbone  of  the  campaign, 
of  course.  Four  daily  papers,  including  one  German  publication, 
were  used  three  times  a  week,  the  space  being  100  lines,  double 
column.  That  is,  the  advertisement  occupied  about  three  inches 
and  a  half  in  two  columns. 

Plain  type  display  without  cuts  was  used  and  there  was  change 
of  copy  with  each  insertion.  As  a  means  of  "keying"  the  advertise- 
ments and  to  strengthen  the  copy  psychologically  by  inducing 
readers  to  do  something  definite  at  once,  each  advertisement  con- 
tained a  request  to  send  for  a  free  booklet  on  savings,  and  a  small 
home  savings  bank. 

The  arguments  used  were  not  directed  exclusively  to  the  wage 
earner  or  the  person  of  small  income,  but  the  appeal  was  also  to 
the  man  of  high-salaried  position  and  to  the  business  man. 

Concrete  examples  of  how  real  persons  were  actually  saving 
money  were  given  and  the  reader  was  urged  to  go  and  do  likewise. 
The  copy  was  dignified,  but  personal  in  style. 

The  personal  pronoun  "you"  had  a  very  prominent  place,  as  it 
should  have  in  all  advertising. 

FORM  LETTERS  AND  CIRCULARS. 

In  the  street  car  advertising,  cards  with  striking  designs  and 
short,  snappy  copy  were  run  in  all  the  cars  of  several  of  the  prin- 
cipal lines.  New  cards  were  put  in  every  month. 

A  series  of  form  letters  and  circulars  was  also  prepared  to  be 
mailed  to  special  lists,  including  teachers,  clergymen,  policemen, 
firemen,  members  of  fraternal  organizations,  etc. 

Among  the  talking  points  used  in  the  advertisments  of  this 
savings  bank  campaign  were  the  following: 

Small  accounts  welcome. 

Interest — the  rate,   frequency  of  compounding,  method   of  computing, 
how  it  makes  money  grow. 
Deposits  by  mail. 
Safety  from  fire  and  thieves . 


IT. 


Irving  Savings 
Institution 

US  Chambers  St..  Net*/  York. 

Tn«  Trustee*  of'  thl»  Bank  bar*  declared  lO- 
ereat  at  the.  rat*  of      s       , 

per  annum  on  all  aums  from 
E    to   »S.OpO-«ntlUedth*reU 


44-Mt 

dl-ANNUA 

J^T™.....  .,  thJ1?.Miot^:o5., 


onths  ending  on  t 


payable  on 


»OI,   will   draw   Interest   from  January   lit 


CONSTANT  M.  BIRD.  Aaat.  Secretary. 


The 

i  and  8  TIJin 

109th  DIVID 

New  Y 
THE  H 

IrPeTTnnum 


>ec.  lOt 
YEAR 

',  *•  the  raU 


will   be  credited   to 


•  credited  to  depositor*  entitled 
the  by-law*  of  the  bank  on  turn* 


DEPOSITED  on  or  before  January 

'-;:«»* tat- 

Secretary. 


NtNftV  •  IIQ H  riUfJK  K.  VO<JCi \ 

HafKRYSIgQBLAOQl 

tftlVATI  BAH  ««• 


4J£  P«  CENT  IMTMIST 

'tfonl0  D*PO*lt§  ''°m  $1  *°  **>** 

Essfpss 

P.SM.ir,  ..r  fc. ^H.h.,,.^. , 


rom  OIHOUUIB. 


T^e  Bowery  Savings  Bank, 

128  AND  130  BOWKRY. 

HEW  YORK.  Dec.  1«.   1007. 
X  §eml-«|inuia  .»Tl«J«n^  «t  the  rate  ot 

KOI  R  PER  CENT. 
per  annum  DM  bceo  declared'  and  will  b*. 
credited  \o  depoaUortfti  all  ,»m,  of  »B.OO. 
and  upward  *od  pot  .  exceeding  (3.000. 
wblch  «baW  ria»e  .been  4epo»ltcd  at  leaat 
three  montba  »n  the  flrrt  day  of  January 


ill 


on  and  after 


Money  deposited  on,  or  be/ore  Janoary  10 
will  draw  Interest  froin  January  1,  1908. 

'  JOHJTJ.  SINCLAIR,  lat  Vlce-Prca1*. 

HENBY  A.  SCHKNCK.  2nd  Vlcc-Prea.'t.  •. 
WILLIAM  "E<  KJ/OX.  Secretary. 

THE  BANK  FOR  SAVINGS 

Df  THE  CITY  OF  NEW  YORK. 

_  280  Fourth  Avenue.  Dec.  13thr   1907. 
1TTTH  SKMI-ANNL'AL  DIVIDEND. 

The  Board  of  Trurteea  has  declared  an  imer- 
eat  dividend  for  the  Six  Months  ending  Decem- 
ber 3lst.  1907.  at  the  rate  of  FOUR  PER 
CENT,  per  annum  on  all  sums  of  $5.00  and  up- 
wards entitled  thereto,  and  payable  on 
after  Jan.  20th.  1908.  -- 

The  dividend  will  be  credited  to  depositors  aa 
principal.  January-  lat.  1908. 

Deposit*  made1  on  or  before  January  10th  will 
draw  Intereat  from  January  1st,  1908. 

WALTER  TRIMBLE.  President. 

CHARLES  A.  SHERMAN.  Secrcttfy. 

JAMES  KNOWLES.  Comptroller? 


Union  Dime  Savings  Institution 

BROADWAY.  SID  ST..   AND  «TH  AVENUE, 

GREELEY    SQUARE.    NEW   YORK. 

Interest  FoUf  Per  Cemt 

Per  annum  from  IE  to  $3.000.    Credited  Jan- 
uary lit,  payable  January   nth,  or  any  time 
iter.      CHARLES  E.  Si'RAUUE,  President 
FRANCIS  M.   LEAKE,  Treasurer. 
WILLIAM  0.  ROSS.  Secretary. 


The  Brooklyn  Savings  Bank, 

COB.  "EBKEPONT^  CI^NTO*  STRUTS, 

December.  1*.    1907. 
INTEREST   AT   THH  RATE   OF 

FOUR  PER  CENT,  PER  ANNUM 

be  credited  to  depositor*  with  thl*  bo* 
January  lit  next,  on  all  sums  entitled  there 
(payable  on  and  after  January  20th.) 

MONEY    DEPOSITED   on  or   before   January 
lOta  will  draw  Intereat  from  January  lat,  1908. 
BRYAN   H.   SMITH.   President. 
FELIX  E.  FLANoAEAU,  Caahler. 
EDWIN  P.   MAYNARD,   Comptroller. 


SEAMEN'S     BANK     FOR     SAVINGS, 

74  and  76  Wall  Street 

I  THE  TRUSTEES  HAVE  ORDERED  THAT 
I  INTEREST  be  paid  to  depositors  entitled  there- 
,  and  in  accordance  with 


the   Savings 
ending  Dec.  a 
On    a 

dollars 


Payable  on  and  after  Moriffljy,  Jan.  20th. 

DANIEL  BARNES.   Preside 
OEOROE  M.  HALSEY    Caihl'er. 
New  York.  Deo.   10th.   1907. 


GREENWICH  SAVINGS  BANK 

8.  E.  Cor.  6th  Av.  and  16th  St. 
INTEREST  AT.THE  RATE  OF  FOUR  PER 
CENT.  PER  ANNUM  will  be  credited  de- 
positors for  the.'pX  MONTHS  and  THREE 
MONTHS  ENDlS'G  DEC.  31.  1907,  on  a'l 
aums  from  five  itolla 
lars.  entitled  thereto 

able.  Jan.   JO,   19 OS.  ..       \ 

'  JAMES    QUINLAN.    PreMdent. 

.CHARLES   M.    DUTCHER.  Treaa,     • 

'3.  HAMPDEN  ROBB,  Secretary-  I 

Deposits  made  ov^or  before  JAN.   10,  1901. 

.Will  dr»w  totere«  from  JAN,  J,  190*.  *• 


How  Not  to  Do  It. 


66  PUSHING  YOUR  BUSINESS. 

Importance  of  thrift — moral  value,  becoming  independent,  preparing 
for  old  age  and  the  "rainy  day,"  adding  to  self-respect,  the  foundation  of 
success,  the  basis  of  credit,  saving  for  a  home,  for  an  education,  being 
ready  for  ooportunities. 

Saving  the  first  $100. 

Withdrawals  at  any  time. 

Savings  create  capital — a  reserve  fund. 

Convenient  location. 

Conservative  management. 

Perfect  equipment. 

Teach  children  saving. 

Age  of  institution. 

Officers  interested  in  depositors'  welfare. 

State  regulation  and  supervision. 

Experienced  officers. 

Figures  of  institution's  growth. 

Prompt  and  courteous  service.  j       | 

Large  capital  and  surplus. 

Conservative  loans — how  secured. 

System  in  saving. 

Examples  of  actual  experience. 

Home  safes. 

"Burglar  insurance." 

Physical  protection — massive  vaults,  time  locks,  electric  alarm  signals, 
bank  always  lighted. 

Personnel  of  board  of  directors  or  trustees. 

In  good  times  prepare  for  hard  times. 

Certificates  of  deposit. 

Free  booklets,  home  bank,  calendar,  etc. 

Putting  money  to  work. 

NOW  is  the  time. 

Quoting  prominent  men. 

Limit  spending,  not  saving. 

Insuring  the  future. 

The  needs  of  dependents. 

Open  one  evening  in  the  week,  until  8  o'clock. 

The  large  amount  of  new  copy  required  in  this  campaign  neces- 
sitated a  constant  effort  to  present  old  ideas  in  new  form.  Prob- 
ably all  there  is  to  be  said  about  saving  money  has  been  said  a 
great  many  times.  The  problem  of  the  savings  bank  advertiser, 
therefore,  is  to  say  these  things  in  a  new  way  and  to  make  a  per- 
sonal application  of  the  truths  to  the  individual  reader,  his  possible 
customer. 

As  to  the  results  of  this  particular  campaign,  it  need  only  be 
said  that  the  large  number  of  new  depositors  secured  as  a  result 
of  the  six  months'  campaign  brought  enough  business  to  the  bank 
in  the  course  of  that  year  to  much  more  than  pay  the  expense  of 
the  advertising. 


6  Savings  Bank  ft  Trust  y^<?.  ^F^^f/ 

KEENVILLE.  MISS          /          ^  ^'^^/^S*  »' 


"As  the  Twig  is  Bent  the  Tree's  Inclined." 


68  PUSHING  YOUR  BUSINESS. 

ADVERTISING  FOR  THE  FUTURE. 

The  benefit  of  a  campaign  of  advertising  extends  far  beyond 
the  period  during  which  the  advertisements  appear.  This  is  read- 
ily seen  when  it  is  considered  that  persons  who  are  secured  as  de- 
positors and  customers  of  the  bank  to-day  through  the  advertising 
may  continue  with  it,  becoming  constantly  more  valuable  customers 
of  the  institution  not  only  because  of  the  increasing  size  of  their 
own  accounts  but  also  because  of  the  many  new  depositors  they  bring 
to  the  bank  from  among  their  relatives  and  friends. 

In  fact,  advertising  may  be  an  endless  chain  and  in  cumulative 
eifect  its  value  may  multiply  as  in  an  arithmetical  progression. 

The  details  of  the  advertising  campaign  must  be  carefully  looked 
after.  It  is  especially  important  to  keep  a  complete  record  of  all 
facts  in  connection  with  the  newspaper  advertisements.  There 
should  be  a  careful  checking  up  of  space,  position  and  insertions  in 
connection  with  the  bills  for  the  advertising. 

LARGE  SCALE  SAVIN&. 

In  connection  with  the  suggestion  made  that  savings  arguments 
in  advertising  should  be  adapted  not  alone  to  persons  of  small  or 
moderate  income,  the  following  extract  from  an  address  made  by 
Hugh  Chalmers,  when  general  manager  of  the  National  Cash 
Register  Company,  to  the  company's  traveling  salesmen,  is  inter- 
esting: 

Every  man  connected  with  our  selling  force  ought  to  give  himself  a 
saving  quota,  just  as  we  give  him  a  selling  quota. 

Our  business  is  too  hard  a  business,  and  requires  too  much  mental  and 
physical  effort  for  a  man  not  to  save  money  out  of  it. 

You  ought  not  to  carry  those  trunks,  and  that  baggage,  and  ride  over 
the  country  day  and  night,  for  a  mere  living.  I  can  name  you  a  dozen 
businesses  where  you  can  make  a  living  much  more  easily  than  this.  But  if 
you  are  looking  for  the  one  chance  of  your  life  to  accumulate  dollars,  you 
have  it  in  this  business. 

Save  your  money — save  all  you  can.  Five  thousand  dollars  a  year  is 
not  too  much  for  some  of  you  to  save.  I  know  when  I  had  an  agency  for 
five  years  there  was  not  a  year  that  I  did  not  save  $5,000,  and  I  had  only  a 
one-man  territory  to  do  it  in. 

If  there  is  a  man  selling  our  goods  who  cannot  save  at  least  $2,000  a 
year,  let  him  look  for  some  other  business.  This  may  sound  harsh  to  you, 
but  it  is  right.  It  depends  largely  on  you  whether  you  are  going  to  do 
this  or  not.  If  you  live  up  to  $5,000  a  year  you  cannot  save  $2,000. 

How  not  to  advertise  a  savings  bank  is  best  seen  by  a  glance 
at  the  illustration  showing  the  advertisements  of  a  number  of  New 


SAVINGS  BANK  ADVERTISING. 


York  City  savings  institutions,  taken  from  a  single  issue  of  a  New 
York  paper. 

The  author  has  in  his  possession  a  copy  of  "The  Ulster  County 
Gazette/'  printed  in  Kingston,  N.  Y.,  more  than  a  hundred  years 


Is  Your  Money 


making  money  for  you  ?  The  more  of  it  you  have 
employed  for  you,  the  less  you  need  to  work  your- 
self. If  you  keep  on  saving  and  putting  your  sav- 
ings to  work,  the  funded  capital  of  your  earning 
years  will  gradually  take  up  the  burden  and  ypu 
will  not  need  to  work  at  all. 

In  the  meantime  you  are  insured  against  hard  luck  or  hard  times. 
Have  you  ever  thought  about  having  some  noney 

At  Work  For  You? 

If  not,  it  is  time  you  did  if  you  have  any  regard  for  your  future 
comfort  or  for  the  well  being  of  those  dependent  upon  you. 

Now  is  the  time  to  begin  to  save.  If  you  want  to  start  on  the 
road  to  financial  independence,  or  if  you  have  started  and  would 
like  help  and  encouragement,  it  will  pay  you  to  send  for  "YOU  and 
the  Rainy  Day/'  a  handsome  booklet  just  issued  by  The  National 
Bank  of  Commerce  in  St.  Louis. 

It  contains  28  pages  of  practical  financial  advice,  telling  how  to  live  and 
make  money.  It  also  describes  the  3%  Certificates  of  Deposit  of  this 
$86,000,000.00  bank,  which  are  issued  in  sums  of  from  $50  up  and  are  nego- 
tiable and  renewable  annually  or  semi-annually. 

Send  today  for  your  copy  of  this  valuable  free  book. 

The  National  Bank  of  Commerce 

in  St  Louis 

Broadway  and  Olive  Street 
A  Real  Savings  Ad  for  a  National  Bank. 


ago.  Some  of  the  advertisements  in  this  interesting  old  publication 
are  exact  prototypes  of  the  formal  business  card  announcements 
used  by  many  banks  to-day,  ostensibly  for  the  purpose  of  getting 
more  business. 

Some   advertisers   have   not  learned  much  in   the  past  century 
of  progress.     Cold  figures  and  bald  statements,  devoid  of  interest 


70  PUSHING  YOUR  BUSINESS. 

and  life,  are  not  the  best  thing  in  the  world  with  which  to  touch 
human  nature. 

So  long  as  it  is  true  that  the  great  majority  of  us  act  upon 
feeling  to  a  large  extent  it  behooves  the  advertiser  to  mix  as  much 
human  interest  as  possible  with  his  logic  in  advertising.  You  make 
a  very  strong  bid  for  business  when  you  appeal  both  to  the  common 
sense  and  the  impulses  of  your  prospective  customer. 

It  is  not  meant  to  say  that  formal  card  announcements  should 
never  be  used  by  banks.  The  use  of  such  advertising  in  financial 
publications  is  not  open  to  such  serious  criticism  because  there  they 
are  read  largely  by  bankers  who  understand  banking  facilities  and 
do  not  so  much  need  the  educating,  personal  style  that  ought  to  be 
addressed  to  the  public  at  large. 

But  appealing  for  general  business  is  an  entirely  different  prop- 
osition. For  newspaper  advertising,  the  stilted,  official  card  an- 
nouncements of  banks  are  well  nigh  useless  because  they  are  not 
business  getters. 

That  style  of  advertising  is  cold  and  austere.  Like  the  massive 
stone  walls  and  iron  bars  of  the  bank  building  itself,  it  is  more 
repellent  than  attractive.  Nevertheless,  it  is  probable  that  some 
banks  will  be  using  that  style  of  publicity  a  hundred  years  from 
now,  but  it  won't  be  the  same  banks  that  are  doing  it  to-day  if  they 
once  learn  the  better  way,  for  then  they  will  find  results  so  much 
better  that  they  will  never  revert  to  that  style. 

There  is  no  better  illustration  of  the  card  announcement  style 
in  bank  advertising  than  the  stereotyped  form  of  newspaper  adver- 
tising being  done  by  the  New  York  city  savings  banks. 

These  advertisements  are  all  cut  from  the  same  cloth. 

It  would  seem  that  if  the  purpose  of  this  advertising  was  to  get 
more  depositors  for  the  banks,  the  advertisers  fell  far  short  of 
their  opportunities  and  wasted  good  money  in  expensive  newspaper 
space. 

Of  the  ten  advertisements  reproduced,  only  one — that  of  a  de- 
partment store  private  bank — makes  a  direct  personal  appeal  for 
depositors,  although  several  of  the  others  do  so  by  inference  or 
implication. 

It  is  not  for  lack  of  talking  points,  either.  One  of  the  banks, 
the  Bowery  Savings  Bank,  is  said  to  be  the  largest  savings  bank 
in  the  world.  One  states  that  it  is  paying  its  177th  semi-annual 
interest  dividend,  another  its  lOQth.  All  of  them  are  paying  four  per 


SAVINGS  BANK  ADVERTISING. 


71 


cent,  interest,  which  is  higher  by  from  %  to  1  per  cent,  than  is 
allowed  by  many  savings  banks  throughout  the  country. 

There  is  no  law  that  compels  the  New  York  savings  banks  to 
advertise  in  this  perfunctory  way.  But  even  if  it  were  com- 
pulsory, is  there  anything  to  prevent  their  doing  some  real  adver- 
tising in  addition? 

But  perhaps  they  do  not  want  any  more  deposits. 


FIFTEEN  DOLLARS  A  MONTH 

Can  you  save  $15  a  month? 

The  average  man  between  20  and  30  years  of  age 
ought  to  be  able  to  do  as  well  as  that. 

Of  course  there  may  be  good  reasons  in  your  case 
why  you  can  not  save  that  much,  but  be  sure  they 
are  good  reasons  before  you  «re  satisfied  witli  less 
than  that.  Saving  $J5  a  month 

MEANS  $2,212.26  IN  10  YEARS 

when  you  include  the  more  than  $400  interest  which 
your  savings  will  earn  in  jthe  First  National  Bank  at 
4  per  cent,  compound  interest. 

$2,212.26  is  a  small  fortune  in  itself,  and  with  that 
capital  you  will  be  in  a  position  to  make  a  great  deal 
more  money. 

Decide  NOW  to  create  that  capital. 

The  First  National  Bank  of  North  Yakima 

W.  L.  BTEINWEO,  A.  R  CI-INB,  C.  R.  DONOVAN, 


Something  Concrete. 


Is  Your  Youngster  Extravagant? 

Does  he  spend  dimes  where  you  spent  pennies  years 
ago.  and  then  come  back  for  more? 

Try  the  plan  that  one  Scranton  mother  has  told  us 
about  She  gives  her  boy  a  weekly  allowance,  teaches 
him  to  deposit  part  of  that  on  his  savings  account  and  to 
deposit  all  extra  sums  such  as  birthday  money,  etc.  He 
has  a  good  time,  but  has  Jlfifi  in  bank  and  is  developing 
a  careful,  sacrificing  character. 

Your  boy  can  open  an  account  here  with  just  one 
dollar. 

TRADERS  NATIONAL  BANK 

Cor.  Wyoming  Awe.  and  Spruce  St. 

"Courtesy  Our  Watchword" 


A  Definite  Saving  Plan. 


By  way  of  contrast,  a  real  savings  advertisement  is  shown.  The 
interesting  thing  about  it  is  that  it  is  not  the  advertisement  of  a 
savings  bank  at  all,  but  of  one  of  the  greatest  of  the  national 
banks.  In  common  with  the  advertisement  of  the  department  store 
bank,  it  has  a  particularly  strong  feature  psychologically — the  offer 
of  a  free  booklet  and  the  request  that  the  reader  do  something 
definite  at  once,  viz.,  send  for  the  booklet. 


"INSPIRATIONAL"  COPY. 

/ 

Too  much  savings  bank  advertising  consists  solely  of  glittering 
generalities  on  the  subject  of  thrift. 

Savings  maxima  are  good,  but  it's  a  long  time  since  Benjamin 
Franklin  got  out  his  "almanacks,"  and  some  of  "Poor  Richard's" 
sayings  are  rather  trite  now. 


73  PUSHING  YOUR  BUSINESS. 

Most  persons  realize  that  it  is  a  good  thing  to  save  money  and 
that  it  is  foolish  to  spend  it  extravagantly. 

The  true  mission  of  the  savings  advertisement,  therefore,  is  to 
induce  the  reader  to  act  now,  to  do  something  definite — to  begin  at 
once  to  save  systematically  and  deposit  regularly. 

The  question  naturally  arises :    What  is  the  best  way  to  do  this  ? 

The  answer  is  INSPIRATIONAL  COPY. 

One  of  the  most  popular  of  the  general  publications  is  "Success 
Magazine."  A  principal  reason  for  the  popularity  and  success  of 
that  magazine  is  to  be  found  in  the  forceful,  inspiring  editorial 
matter  it  contains  from  the  pen  of  its  editor  and  founder,  Dr. 
Orison  Swett  Marden. 

Reading  that  kind  of  literature  makes  men  and  women  resolve 
and  do  things. 

There  is  no  doubt  at  all  about  the  value  of  such  articles.  Many 
a  young  person  has  been  inspired  to  successful  efforts  by  reading 
of  that  nature. 

As  the  chief  object  of  all  advertising  is  to  induce  action — to 
get  people  to  do  as  the  advertiser  suggests,  is  it  not  reasonable  to 
say  that  advertising  copy  that  is  enthusiastic  and  inspirational  is 
best  because  most  likely  to  bring  action  in  the  desired  direction? 

Now,  for  some  concrete  illustrations. 

Following  are  portions  of  the  copy  for  five  advertisements  pre- 
pared by  the  writer  for  the  savings  department  of  a  national  bank 
in  a  Middle  West  city: 

CONCENTRATION    AND    ENTHUSIASM. 

These  are  two  big  words — big  not  only  in  the  number  of  let- 
ters they  contain  but  big  in  the  importance  of  what  they  stand 
for. 

These  two  qualities  of  mind  have  been  responsible  for  a 
tremendous  total  of  success  in  the  history  of  the  human  race. 
Very  little  that  is  great  has  ever  been  accomplished  without 
them. 

Concentration  provides  the  guiding  rails — the  direction;  en- 
thusiasm is  the  steam — the  motive  power.  Together  they  are 
irresistible. 

This  applies  to  the  matter  of  saving.  You  need  to  concen- 
trate your  efforts  to  save  money.-  Having  an  object  in  view — 
getting  an  education,  establishing  a  nome,  providing  for  old  age- 
will  give  you  enthusiasm. 


SAVINGS  BANK  ADVERTISING.  73 

AN  ANCHOR  TO  WINDWARD. 

Sailors  know  the  wisdom  of  having  an  anchor  to  windward. 
That  precaution  has  prevented  many  a  disaster. 

To  have  a  money  surplus — capital  in  reserve — is  simply  throw- 
ing an  anchor  to  windward.  It  will  prevent  your  drifting  onto 
the  rocks  of  dependence  and  want. 

The  time  to  build  up  a  reserve,  a  safeguard  for  the  future, 
is  now  when  you  are  strong  and  able  to  work  and  sacrifice.  You 
don't  know  about  the  future,  but  you  do  know  that  now,  to-day, 
you  are  able  to  earn  and  save.  Make  the  most  of  your  present 
opportunity  and  prepare  yourself  for  greater  ones  later  on. 

LINE  OF  LEAST  RESISTANCE. 

It  is  natural  and  easy  to  follow  the  line  of  least  resistance. 
But  it  is  doing  the  hard  things  that  develops  strength  and  char- 
acter. 

It  is  the  easiest  thing  in  the  world  to  spend  money  foolishly 
or  carelessly.  It  takes  strength  and  determination  to  resist  the 
temptation  to  do  so,  but  successfully  resisting  the  temptation 
brings  two  rewards — a  stiffening  of  your  mental  and  moral 
backbone  and  an  increase  in  your  material  resources. 

We  want  to  help  you  all  we  can  in  your  efforts  to  get  ahead 
financially — to  create  a  tangible  proof  of  your  accomplishments 
in  the  shape  of  money  saved. 

YOU  CAN  BE  RICH. 

Poverty  and  riches  are  relative  terms.  That  is,  some  persons 
can  be  rich  with  a  thousand  dollars  and  some  poor  with  fifty 
thousand. 

But  there  is  no  reason,  aside  from  physical  disability,  why 
you  or  any  other  person  in  this  country  cannot  acquire  at  least 
enough  wealth  to  make  it  possible  to  spend  the  declining  years 
of  life  in  comfort  and  without  work  or  anxiety  concerning  the 
necessities  of  life. 

It  is  merely  a  matter  of  so  regulating  the  habits  of  life  that 
you  will  systematically  save  a  portion  of  your  income  and  deposit 
it  regularly  in  a  safe  interest-paying  bank  like  this. 

The  truth  of  this  is  proved  by  the  experience  of  thousands 
of  successful  men  and  women. 

WHAT  WILL  YOU  DO  ABOUT  IT? 

You  undoubtedly  realize  the  importance  of  systematic  saving. 
You  have  read  and  heard  a  great  deal  about  the  folly  of  ex- 
travagance and  the  wisdom  of  economy. 

You  have  seen  actual  instances  of  the  disastrous  results  of 
the  former  and  the  happy  consequences  of  the  latter. 


74  PUSHING  YOUR  BUSINESS. 

Now,  the  question  is,  What  are  you  going  to  do  about  it  as 
regards  your  own  habits?  Will  you  start  to-day  to  save  a  por- 
tion of  your  income  regularly  or  will  you  continue  to  procras- 
tinate and  postpone  the  start  until  "a  more  convenient  season?" 

Doing  something  definite  will  help  you.  Come  into  this 
bank  as  soon  as  you  possibly  can  and  open  a  savings  account 
even  with  no  more  than  a  dollar. 

The  writer  lays  no  claim  to  literary  ability,  but  in  these  ad- 
vertisements at  least  an  attempt  has  been  made  to  get  away  from 
the  common  style  of  savings  advertisement  which  makes  use  of 
such  platitudes  as  the  following: 

The  Rainy  Day. 

The  Foundation  of  Fortune. 

Harvest  follows  seed-time. 

A  dollar  saved  is  a  dollar  earned. 

The  secret  of  success. 

Have  you  an  account  with  us? 

Saving  is  a  habit. 

Now,  it  is  not  meant  to  criticise  the  idea  contained  in  the  aDove 
expressions,  but  only  the  use  of  the  same  words  in  the  same  old 
way  that  has  been  used  by  savings  bank  advertisers  from  time  im- 
memorial. Nor  would  we  forget  that  there  is  constantly  coming 
up  a  new  generation  to  which  these  stock  phrases  are  new. 

The  point  is  this,  the  rugged  truths  expressed  in  a  jerky,  dis- 
connected way  may  be  enough  to  remind  the  reader  that  he  ought  to 
save  money.  They  may  make  him  say  to  himself:  "I  ought  to  do 
that."  Whereas,  a  stronger,  more  logical  and  more  action-com- 
pelling appeal  is  likely  to  lead  him  to  say:  I  will  do  that." 

It  is  the  human  will  that  the  advertiser  has  to  deal  with,  and 
in  writing  an  advertisement  it  is  well  to  consider  the  various  factors 
that  tend  to  influence  the  will. 

Turn  the  searchlight  inwards.  What  is  it  that  moves  your 
will?  You  do  not  need  to  be  a  profound  student  of  psyschology  to 
be  able  to  trace  cause  and  effect  in  your  own  case. 

You  will  be  surprised,  perhaps,  if  the  result  of  this  self  ex- 
amination proves  to  you  that  oftentimes  you  do  not  act  as  the  result 
of  cold  logic  or  reason,  that  perhaps  in  the  majority  of  cases  call- 
ing for  a  decision  you  decide  in  a  certain  way  because  you  have 
been  moved  in  that  direction  by  your  feelings,  your  emotions. 
Possibly  you  have  first  been  convinced  logically  that  the  thing  is 


SAVINGS  BANK  ADVERTISING.  75 

right,  that  the  course  is  the  proper  one,  but  your  action  has  been 
impelled  by  some  enthusiasm  or  inspiration  that  has  been  com- 
municated to  you  from  an  extraneous  source. 

In  short,  the  gist  of  the  whole  matter  as  it  relates  to  savings 
bank  advertising  is  this: 

Use  a  strong,  unusual  heading  and  good  typography,  or  illus- 
tration, to  get  the  reader's  attention. 

Then  hold  him  with  all  the  personality,  enthusiasm,  human 
interest  and  literary  charm  you  can  command.  Give  enough  facts 
to  satisfy  the  mind,  and,  finally,  give  expression  to  optimistic,  in- 
spiring ideas,  thoughts  that  will  make  the  reader  do  as  you  want 
him  to  do. 

Jonathan  Edwards  and  the  preachers  of  his  day  in  Colonial 
New  England  were  in  the  habit  of  dividing  their  sermons  into 
three  parts: 

1.  The    Introduction. 

2.  The  Argument. 

3.  The  Application. 

It  was  in  the  latter  part  that  Edwards  was  accustomed  to  make 
his  wonderfully  successful  appeals.  He  preached  a  sermon  en- 
titled "Sinners  in  the  Hands  of  an  Angry  God,"  in  which  he  made 
sinners  feel  that  they  were  hanging  by  a  single  hair  over  the 
yawning  mouth  of  hell. 

A  contemporary  writer  relates  how  persons  with  guilty  con- 
sciences hearing  this  would  frantically  grasp  the  benches  and 
pillars  as  if  to  keep  from  sliding  into  the  awful  abyss. 

It  is  not  the  writer's  wish  to  convey  the  idea  that  people  can 
be  or  should  be  so  scared  into  saving  money,  but,  this  illustration 
is  used  to  emphasize  the  fact  that  it  is  possible  to  move  the  human 
will  by  the  use  of  words,  and  it  is  the  author's  belief  that  a  study 
of  this  subject  cannot  help  proving  advantageous  to  the  writer  of 
advertising,  whose  success  in  his  work  is  measured  by  the  results 
obtained  from  the  advertising  matter  which  he  prepares. 

It  is  a  noteworthy  fact  that  this  element  of  enthusiasm,  or  in- 
spiration enters  into  the  work  of  practically  every  person  who  has 
been  unusually  successful  as  a  writer  of  advertisements. 

It  has  been  said  that  a  poet  is  born,  not  made,  and  Cicero  wrote 
of  a  certain  "divine  afflatus,"  without  which  no  one  becomes  great, 
but  we  have  110  reason  to  believe  that  advertising  men  are  in  the 
same  category  as  poets  or  that  they  must  be  inspired. 


76  PUSHING  YOUR  BUSINESS. 

But  there  is  an  advertising  "afflatus"  that  can  be  cultivated, 
and  it  pays  to  cultivate  it,  because  it  bridges  the  chasm  between 
mediocrity  and  superiority. 

INTERESTING  THE  CHILDREN. 

The  following  article  by  Andrew  Price  in  the  July,  1908,  num- 
ber of  "The  Bankers  Magazine"  is  of  value  in  connection  with 
savings  bank  advertising: 

In  conjunction  with  their  efforts  to  increase  and  enlarge  the  scope  of 
their  business,  the  progressive  savings  banks  of  the  country  are  spending 
large  amounts  in  advertising,  in  the  attempt  to  educate  the  people  in  the 
importance  of  thrift.  Thus  we  can  hardly  pick  up  a  newspaper  or  magazine 
but  the  words  "Economize,"  "Be  Thrifty,"  "Start  Saving  Now,"  or  count- 
less other  similar  expressions  catch  our  eye.  Yet,  for  all  this,  conditions 
seem  to  be  about  the  same  as  formerly  and  there  appear  to  be  as  many 
poor  and  destitute  in  our  cities.  But  this  apparent  lack  of  results  by  no 
means  proves  that  the  banks  are  on  the  wrong  track  in  attempting  to 
educate  the  public,  only,  that  they  have  not  selected  a  receptive  class  of 
pupils.  They  are  only  mistaken  in  trying  to  teach  a  man  of  mature  years 
how  and  why  to  save,  for  it  is  as  hard  to  do  this  as  it  is  to  break  an  old 
dog  of  bad  tricks.  A  man  whose  habits  are  all  formed  and  who  has  felt 
the  burden  and  responsibility  of  a  family  for  a  number  of  years,  ftnds  it 
difficult  to  change  his  plan  of  living,  even  though  he  realizes  his  errors. 

However,  it  is  entirely  different  with  a  child,  for  he  is  susceptible  to  any 
influence  that  is  brought  to  bear  upon  him,  and  when  shown  the  sins  of 
extravagance  and  made  to  realize  the  pain  and  deprivations  which  are 
attendant  upon  wanton  waste,  he  readily  concurs  in  all  endeavors  to  better 
his  condition,  and  as  a  result  acquires  the  habit  of  thrift.  Thus  we  see 
the  salvation  of  the  bank  and  all  commercial  enterprises  to  a  great  extent 
lies  in  the  education  of  the  child,  and  that  by  his  instruction  along  proper 
lines  the  result  will  be  obtained  which  has  long  been  sought  for  by  banks. 
This  fact  was  appreciated  by  the  Germans  some  eighty-seven  years 
ago,  when  there  was  established  in  Geslar  a  system  of  School  Savings 
Banks,  which  has  since  been  adopted  by  all  the  leading  countries  of 
Europe.  The  wonderful  success  of  the  plan  abroad  attracted  the  atten- 
tion of  prominent  bankers  and  educators  in  the  United  States,  and  as  a 
result  it  was  established  here  in  1885.  Since  that  time  its  growth  has 
been  phenomenal;  the  plan  having  been  adopted  by  more  than  1098  schools 
in  113  cities  in  22  states  up  to  January  1,  1907.  Its  principal  value  to 
the  people  as  a  whole,  and  the  one  for  which  it  was  created,  is  the  teach- 
ing of  thrift,  but  it  has  proven  profitable  to  savings  banks  in  another 
respect,  which  is  as  a  growing  asset. 


SAVINGS  BANK  ADVERTISING.  77 

CLOSE  CONTACT  NECESSARY. 

The  great  problem  of  savings  banks  is  how  to  reach  and  come  in 
close  contact  with  the  people.  Many  schemes  have  been  evolved;  many 
plans  tried  and  many  theories  advanced  for  the  accomplishment  of  these 
results,  yet  the  question  still  troubles  the  minds  of  many.  We  have  heard 
stories  of  successful  insurance  agents  and  their  ability  to  get  hold  of  the 
very  heart-strings  of  a  man  by  merely  mentioning  the  name  of  his  child, 
and  thus  write  a  large  policy,  but  few  of  us  have  thought  out  the  reason 
for  this.  It  is  simply  the  appealing  to  a  man  through  that  which  is  near- 
est and  dearest  to  him— his  child.  Nature  has  given  to  every  parent  a 
love  peculiar  to  itself;  the  love  that  sacrifices  all  for  the  object  of  its 
affection.  And  we  see  there  really  is  a  wonderful  and  eternal  force  which 
the  insurance  agent,  like  many  others,  had  blundered  upon  and  which,  it 
is  true,  is  often  abused.  However,  a  proper  use  of  this  element  can  be 
made  to  be  very  beneficial  to  a  savings  bank. 

The  general  interest  in  the  development  and  growth  of  the  younger 
generation  causes  the  adults  to  be  daily  familiar  with  their  actions,  so 
that  when  the  child  comes  home  with  his  little  school  savings  bank  de- 
posit book,  the  parent  naturally  takes  a  great  deal  of  interest  and  pleas- 
ure in  inspecting  it,  as  well  as  all  printed  matter  the  depository  of  the 
school  savings  bank  may  publish.  Not  only  does  this  apply  to  the  parent, 
but  to  most  of  the  relatives  and  friends  of  the  little  depositor. 

CHILDREN  AS  ADVERTISERS. 

So,  we  see  the  bank  which  incorporates  a  system  of  school  savings 
banks,  or  is  made  the  depository  of  such  a  system,  has  the  entree  into 
the  very  heart  of  the  homes  of  the  mass  of  the  people;  that  every  school 
child,  though  ignorant  of  the  fact,  is  the  most  valuable  advertising  agent 
the  bank  could  have,  for  he  at  all  times  has  the  privilege  of  an  audience 
with  his  parents  and  grown-up  friends,  and  by  merely  manifesting  his 
interest  in  the  savings  bank  wins  the  interest  of  those  to  whom  he  talks. 
The  results  of  this  can  only  be  estimated  at  best.  Not  only  does  the  bank 
receive  the  account  of  the  child,  which  in  itself  is  worthy  of  notice,  but 
it  often  receives  the  business  of  the  child's  parents  and  friends.  All  the 
time  it  is  building  for  "future  business,"  the  business  of  the  boy  when 
he  has  grown  to  be  a  man,  while  the  system  is  a  constant,  inexpensive  and 
most  profitable  advertising  medium.  Moreover,  parents  who  are  kept  from 
depositing  their  small  savings  merely  on  account  of  pride,  have  their  children 
act  as  their  agents  in  so  doing.  School  savings  banks  therefore  bring  the 
concern  which  they  represent  in  contact  with  this  class  whom  it  has  pre- 
viously been  impossible  to  reach. 

As  above  stated,  the  deposit  of  the  child  is  worthy  of  notice.  The 
aggregate  of  school  savings  deposits  of  one  Pittsburg  bank  amounts  to 
more  than  138,000.  So  profitable  has  this  bank  found  this  class  of  busi- 
ness that  between  the  years  1898  and  1907  they  had  been  instrumental  in 
establishing  the  system  in  fifteen  cities  and  towns,  in  which  there  were 
eighty-six  schools  and  1226  teachers.  Their  literature  has  been  distributed 
among  the  homes  by  more  than  57,500  students,  of  which  number  33,635 
were  depositors. 


78  PUSHING  YOUR  BUSINESS. 

It  is  impossible  to  know  the  exact  results  of  this  widespread  publicity, 
yet  it  is  safe  to  say  that  the  bank  owes  a  large  share  of  its  business  other 
than  school  deposits,  to  the  system  of  school  savings  banks. 

Strange  as  it  may  seem,  it  is  the  consensus  that  children  are  one  of 
the  most  satisfactory  classes  to  a  bank.  In  the  recent  financial  disturbance, 
bankers  had  the  least  trouble  with  the  children  depositors;  and,  unlike  the 
other  lines  of  deposits,  these  accounts  increased  during  that  period. 

A  STEADY  ACCOUNT. 

The  amount  of  withdrawals  by  the  children  is  always  small  and  they 
occur  very  seldom.  The  account  is  practically  constant  and  a  bank  can 
almost  figure  to  a  dollar  the  amount  it  will  have  to  pay  during  a  specified 
time,  the  knowledge  of  which  fact  is  very  beneficial. 

School  savings  banks  are  all  based  upon  the  same  fundamental  prin- 
ciple and  diifer  only  in  operation.  The  Thiry  System,  which  is  in  most 
common  use,  was  deduced  from  the  most  successful  European  plans.  It 
is  simply  the  depositing  of  the  savings  of  pupils  with  their  teacher  on  a 
specified  day  each  week.  The  teacher  gives  them  credit  on  a  blank  pro- 
vided for  that  purpose  and  directly  or  indirectly  turns  the  money  over 
to  a  local  bank,  which  pays  for  the  necessary  stationery,  etc.  The  deposit 
slips  are  filled  out  by  each  individual  pupil  and  the  whole  procedure  re- 
quires about  ten  minutes  or  less  per  week.  As  it  is  a  regular  part  of 
the  school  routine,  no  extra  work  is  forced  upon  the  teacher.  Mr.  Samuel 
Andrews,  superintendent  of  the  Pittsburg  schools,  says  in  a  letter  written 
December  17,  1907:  "We  have  had  school  savings  bank  accounts  for  a 
number  of  years  and  the  teachers,  pupils  and  parents  are  all  enthusiastic 
about  the  same."  This  proves  the  system  adaptable  to  a  city  with  a  large 
number  of  schools.  Spokane,  Washington,  uses  practically  the  same  plan 
in  her  twenty-one  school  houses  as  do  the  fifty-nine  schools  of  Kansas 
City,  Missouri,  the  twenty-two  schools  of  Long  Island  City,  New  York^ 
and  many  others  throughout  the  country. 

Another  plan,  a  rather  later  creation,  is  the  Stamp  System,  which 
differs  from  the  one  just  referred  to,  only  in  that  the  teacher  when  re- 
ceiving the  deposits  of  pupils  gives  them  stamps,  which  they  stick  on 
folders  provided  for  the  purpose,  instead  of  a  receipt  or  crediting  the 
amount  in  books.  This  method  has  been  adopted  in  the  schools  of  Grand 
Rapids  and  other  cities  of  Michigan  and  elsewhere.  It  is  very  successful, 
and  especially  attractive  to  the  young  depositors  on  account  of  the  col- 
ored stamps,  which  seem  to  fascinate  them. 

A  CONSTANT  SOURCE  OF  DEPOSITS. 

Aside  from  any  pecuniary  interest  banks  may  have  in  the  plan  of 
school  savings  banks,  they  are  interested  in  them  on  account  of  their  great 
civic  force,  for,  as  a  result  of  their  incorporation,  pauperism  is  reduced 
and  the  consequent  expense  to  the  public  necessary  to  keep  this  class. 
It  aids  greatly  in  the  checking  of  all  evil  habits,  and  above  all  puts  a  check 
upon  the  alarming  increase  of  the  non-producing  class,  by  educating  the 
children  to  be  producers  and  savers,  and  thereby  helps  in  the  idealization  of 
American  citizenship. 


SAVINGS  BANK  ADVERTISING.  79 

In  conclusion;  These  institutions  are  most  valuable  adjuncts  to  sav- 
ings banks.  They  bring  the  bank  in  the  closest  and  most  agreeable  con- 
nection with  the  public.  They  act  as  a  constant  source  of  deposits,  and 
are  an  everlasting  and  ideal  advertising  medium,  at  minimum  cost.  Their 
deposits  are  constant.  They  educate  the  public  along  lines  which  improve 
the  moral,  mental  and  financial  status  of  the  people.  They  are  a  great 
philanthropic  enterprise  and  therefore  appeal  to  every  high-minded  banker. 
They  build  for  future  business. 

HOME  BANKS  AS  ADVERTISEMENTS. 

Probably  more  than  half  of  the  banks  in  the  United  States 
that  have  savings  departments  arc  using  some  kind  of  a  small 
home  bank.  While  the  kind  of  a  bank  used  and  method  of  handling 
has  much  to  do  with  its  effectiveness,  it  has  been  fully  demon- 
strated that  the  use  of  even  the  cheapest  and  most  unattractive 
and  inconvenient  variety  is  very  helpful  in  encouraging  savings 
and  increasing  deposits.  It  is  no  unusual  thing  to  find  savings 
banks,  trust  companies  and  national  banks  with  savings  depart- 
ments having  from  15,000  to  25,000  in  use.  A  trust  company  in 
Chicago  has  over  30,000  small  banks  in  use,  and  a  large  trust  com- 
pany in  another  large  city  is  said  to  have  recently  contracted  for 
100,000  home  banks  or  safes. 

For  quickly  and  effectively  advertising  a  new  bank  the  small 
safe  cannot  be  excelled.  It  puts  the  bank  in  direct  touch  with  the 
people,  and  gives  the  bank  an  opportunity  to  reach  and  talk  with 
the  depositor  and  explain  the  advantages  it  can  offer,  either 
through  canvassers  or  by  letter  calling  attention  to  the  fact  that  a 
home  safe  will  be  loaned  the  depositor  if  he  or  she  will  indicate  a 
desire  for  one,  either  by  calling  at  the  bank  or  asking  to  have  it 
sent. 

BANKING  BY  MAIL. 

As  banking-by-mail  accounts  are  largely  savings  accounts  a  con- 
sideration of  the  advertising  of  that  branch  of  banking  logically 
comes  in  this  chapter. 

Just  as  the  growth  of  the  "mail  order"  idea  has  broadened  mar- 
kets in  the  general  business  field,  the  establishment  and  growth  of 
the  "banking-by-mail"  plan  has  widened  the  circle  of  many  a 
bank's  usefulness  and  greatly  increased  its  deposits  and  profits. 

There  are  several  classes  to  which  banking-by-mail  can  be  made 
to  appeal  with  special  force: 

To  those  who  live  where  there  are  no  banking  facilities  at  all. 


80 


PUSHING  YOUR  BUSINESS. 


To  those  who  live  in  places  where  banks  either  pay  no  interest 
at  all  on  deposits  or  allow  less  interest  than  the  banking-by-mail 
institution  offers. 

To  those  who  for  any  reason  are  dissatisfied  with  banking  con- 
nections already  established. 

While  it  is  true  that  banking-by-mail  has  reached  its  highest 
development  in  cities  where  the  banks  are  able  to  pay  as  high  as 
four  per  cent,  interest  on  savings  accounts,  there  is  no  reason  why 
banks  that  pay  less  than  that  can  not  successfully  develop  a  busi- 
ness with  out-of-town  depositors  who  want  to  deal  with  a  strong 
and  safe  institution  even  if  it  offers  no  higher  rate  of  interest  than 
the  smaller  institutions  at  home. 


MILLIONS  OF  DOLLARS  A  DAY 


Every  day  in  the  year 


— ,   _.,ner  nuuiwuv  w*  uvu<»«a  »*»  t 

same  way  going  between  customers  and- 
In  all  parts  of  the  country. 

Not  a  cent  of- this  vast  amount  of  money  Is  e' 
transit  when  the  simple  methods  Df  protection  pr 
the  Post  Office  and  'Customary  in  business  are  us 


Is  ever  lost  In 
provided  by 
ised. 


one  feature  of  the  reasonableness  of  depositing 
maU-with  a  strong  financial  institution  like" the 
Trust  Company,  which ; 


money  hy  jnaU- 

Hampden  Trust  Company,  which  many 

of  the  State  are  now  doing  with  entire  s 

This 
book.  '  i 
will  be 


juMAiN  STREET   HAMPDEN  TRUST  CO.,    SPRINGFIELD.  MASS 

BDWAKD  a  BBADFOED,  -President  JOSEPH  XX  ALLEN,  Treasurer 


Banking  by  Mail  Ad.  Designed  and  Written  by  the  Author. 

There  are  so  few  objections  to  the  practice  of  dealing  with  a 
bank  through  the  mails  that  it  is  a  great  wonder  that  the  plan  was 
not  tried  long  ago.  However,  its  great  development  in  the  past  few 

A  NEW  IDEA. 

years  in  the  case  of  many  banks,  especially  several  well  known  ones 
in  Cleveland,  O.,  and  Pittsburgh,  Pa.,  indicates  that  the  idea  has 
become  firmly  established  as  a  legitimate  and  practical  feature  of 
modern  banking. 

The  fact  of  particular  interest  about  banking  by  mail,  looked 
at  from  an  advertising  standpoint,  is  that  the  business  is  abso- 
lutely dependent  upon  advertising  for  its  very  existence. 

People  must  know  about  the  bank  before  they  will  trust  it  and 
send  their  money  to  it. 


SAVINGS  BANK  ADVERTISING.  81 

They  must  be  told  about  it  convincingly  or  they  will  not  respond. 

So  here  is  a  department  of  banking  created  and  maintained  by 
advertising,  and  the  extent  of  its  development  is  in  direct  ratio  to 
the  quantity  and  quality  of  its  advertising. 

Newspaper  and  magazine  space  costs  so  much  that  the  typical 
banking-by-mail  institution  does  not  expect  to  get  more  than  a 
comparatively  small  part  of  its  business  direct  from  the  original 
advertisements. 

It  is  a  "send  for  booklet"  proposition  pure  and  simple. 

Mail  Your  Savings 

to  the  Bowery  Savings  Bank,  New  York,  and  get  all 
the  benefits  that  are  gained,  by  the  140,000  depositors 
of  this  greatest  of  all  savingy  institutions.  Depositing 
by  mail  In 

THE  BOWERY  SAYINGS  BANK 

U  a«  safe  as  it  is  convenient.  Our  booklet,  "  Baobtog 
by  Mail,"  gives  complete  and  detailed  information, 
and  will  be  sent  free  if  you  request  it. 

THE  BOWERY  SAVINBS  BANK.  NEW  YORK 

MTABLISHCD  1894 

For  Mail  Deposits. 

The  advertisement  must  be  attractive  enough  and  strong  enough 
to  get  the  inquiry;  the  "follow  up"  must  do  the  rest. 

TELLING  THE  WHOLE  STORY. 

Space  is  needed  to  tell  the  full  story  of  banking  by  mail — more 
space  than  it  would  pay  to  take  in  expensive  mediums  such  as  that 
in  the  magazines  and  "mail  order"  papers  of  large  circulation.  The 
booklet,  circulars  and  form  letters  must  be  depended  upon  to  give 
the  subject  the  complete  exposition  it  needs. 

The  prime  necessity  naturally  is  to  give  inquirers  ample  ground 
for  putting  implicit  confidence  in  the  institution's  strength  and  the 
honorable  intentions  of  the  men  back  of  it. 

In  cases  where  as  high  a  rate  of  interest  as  from  four  per  cent, 
to  six  per  cent,  is  paid,  the  advertising  bank  must  explain  pretty 
fully  why  and  how  it  is  able  to  pay  such  a  high  rate  safely,  because 
the  great  mass  of  people  have  long  been  taught  to  believe  that  un- 
usually high  rates  of  interest  are  incompatible  with  safety. 

One  way  to  do  this  is  to  explain  how  the  bank  invests  its  funds 
in  great  established  industries  in  its  home  city  or  otherwise. 


82  PUSHING  YOUR  BUSINESS. 

As  a  rule,  persons  who  send  deposits  by  mail  to  a  bank  in  a 
distant  city  are  not  thoroughly  familiar  with  business  methods  and 
are  especially  ignorant  of  banking.  One  of  the  greatest  require- 
ments in  a  good  banking-by-mail  booklet,  therefore,  is  a  very  def- 
inite and  complete  statement  of  just  what  one  has  to  do  to  open 
an  account. 

The  following  excerpt  from  a  particularly  good  booklet  of  this 
class  will  illustrate  the  right  way  to  do  this: 

1.  Detach  the  slip  attached  to  the  back  cover  of  this  pamphlet — date 
and  sign  it,  and  mail  it  to  us.    This  will  give  us  a  record  of  your  authorized 
signature. 

2.  Enclose    with    it    your    remittance — whatever    amount   you    wish    to 
deposit  as  a  starter   ($1.00  will  do — no   amounts   received  less  than  $1.00 
and  no  interest  computed  on  fractions  of  a  dollar)   and  we  will  promptly 
open  an  account  with  you,  credit  the  amount  received  on  our  books  and 
in  the  Depositors  Pass  Book  which  we  return  to  you. 

3.  The  Pass  Book  serves  as  your  receipt  for  amounts  deposited — and 
is  also  a  complete  duplicate  of  your  account  with  us — showing  at  any  time 
just  how  you  stand. 

4.  Send  us  the  Pass  Book  with  the  remittance,  whenever  you  deposit. 
We  return  it  to  you. 

5.  If  you  desire  to  draw  out  money — all  you  need  do  is  to  send  us 
the  Pass  Book  and  say  how  much  you  want,  on  a  conveniently  printed  form 
which  we  furnish  for  that  purpose.    If  a  portion  of  your  account,  we  return 
the  Pass  Book  with  the  withdrawal  duly  entered,  showing  how  much  you 
have  left  in  the  bank.     If  the  whole  amount  on  deposit  is  withdrawn  we 
retain  the  Pass  Book,  as  the  account  is  closed. 

6.  If  the  Pass  Book  is  at  any  time  lost,  stolen  or  destroyed — notify  us 
at  once. 

HOW  TO  SEND  MONEY  BY  MAIL. 

Send  it  in  any  shape  most  convenient  to  you — just  as  you  would  natur- 
ally remit  to  an  out-of-town  business  house  in  making  a  purchase  or  pay- 
ing an  obligation. 

By  currency. 

By  currency  in  registered  letter  is  more  advisable,  especially  in 
amounts  larger  than  $1.00  or  $2.00. 

By  P.  O.  Money  Order. 

By  Express  Money  Order. 

By  your  personal  check. 

By  check  payable  to  yourself,  received  from  a  hay  or  grain  buyer 
or  other  party.  Endorse  the  check  by  simply  writing  your  name  across 
the  back — which  makes  it  negotiable. 

By  draft,  drawn  by  you  in  our  favor — or 

By  draft  received  by  you  in  payment  of  an  obligation  from  another 
party,  and  made  payable  to  us  by  your  endorsement. 


A  Christinas  Assurance 

You  will  hardly  miss  the  small  amount  ($34.20  year- 
ly) that  is  the  rost  of  a  Colonial  Endowment  Con- 
tract .which  guarantees  $1,000  at  the  expiration  of  20 
years— the  same  .vuitract  is  available  in  periods  of  5, 
JO  and  15  vears.  This  contract  is  a  discipline  creating 
an  obligation  to  eave,  and  showing  a  round  figure  of 
profit  at  its  expiration. 

ASKFOB.BOOKLETA. 

THE  (SIPNI  AI.TRVST  &MPANY 

317  FOURTH  AVE.-314-318  DIAP 
Capital 
$4,000,000.00 


For  the  Baby 

Let  one  of.tue  baby's  Oliriatmas  presents 
be  the  opening  6f  an  account  in  its  name  at 
this  strong  savings  iastitution.  The  habit 
of  thrift  shot|ld  be  taught  to  aJl  children,  and 
the  best  *ay  of  teaching  any.hmg  is  by  example.  It 
means  a  great  deal  to  a  chi  Id  for  the  future,  not  only  in 
Tf^  Tr  °f  m0nCJ|  a<;culnulaled  during  the  year9  of 


childhood,  but  in  the  acquirement  of  the  knowledge  of 
woney  'a  real  valued'      rid. 


Christmas  Money  Order 


t  tt.   n    r°"  ™E  °L°  FOLK8  *T  MO"E 

l<1 


FIRST  NATIONAL  BANK 

OhUrtBanktaWo^ctty 

•  360,000.00 


The  Planters  National  Bank 

Saving.  Department 


Capital,   -    -    -    $300,000.00 
Capital  and  Surplus,  $950,000.00 


Some  Christmas  Savings  Bank  Advertising. 


84  PUSHING  YOUR  BUSINESS. 

By  postage  (two-cent  stamps,  in  sheets)  for  small  amounts,  when  no 
other  form  of  remittance  is  available  or  convenient. 

You  can  also  send  by  express  a  large  sum,  received  by  you  after 
banking  hours,  and  which  you  do  not  wish  to  carry  around  with  you. 

Or  even  by  telegraph,  in  case  you  desire  to  deposit  a  sum  in  time  to 
draw  interest  for  the  current  month. 

We  have  a  special  arrangement  by  which  we  are  able  to  receive  and 
cash  checks  on  local  banks  in  any  section — at  face  value — making  no  deduc- 
tion for  exchange  fees. 

The  slip  referred  to  is  arranged  thus: 


190. 


People's  Savings  Bank  &  Trust  Co. 
"  Savings  Department. 

Below  is  my  authorized  signature,  in  which  name  I  desire  to  open  an 
account  with  you,  in   accordance  with  your  rules   and   By-Laws. 


(Signature) 

Depositor 


(Address) 


As  far  as  the  main  part  of  the  copy  for  a  banking-by-maiJ 
proposition  is  concerned,  it  is  largely  the  same  as  should  be  used 
in  the  advertising  of  any  savings  bank,  as  outlined  elsewhere  in 
this  book. 


deposits  $1  per  week,  in  the  NaiigmiK 
Savings  Bank,  in  ope  year  (with  4  i 
terest)  it  will  amount  to  $89;  in  fi 
years  to  almost  ,$3OO. 


A  Pay  Envelope  Ad. 


SAVINGS  BANK  ADVERTISING.  85 

SOME    SAVINGS    LITERATURE. 

As  illustrating  a  line  of  argument  for  savings  accounts  used 
successfully  in  the  author's  experience,  several  advertisements  are 
reproduced  herewith  and  following  are  extracts  from  some  of  his 
savings  booklets. 

From  "You  and  the  Rainy  Day,"  written  for  the  National  Bank 
of  Commerce  in  St.  Louis: 

No  matter  who  you  are,  where  you  are  or  how  old  you  are,  it  is  your 
duty  to  save  money. 

Are  you  rich  now?    You  may  become  poor  if  you  don't  save. 

Are  you  poor?  You  may  become  rich  if  you  save;  you  will  always 
remain  poor  if  you  don't. 

Without  economy  you  can't  be  rich;  with  it  you  need  not  be  poor. 

To  have  a  surplus — capital  in  reserve — is  simply  throwing  an  anchor 
to  windward. 

It  will  prevent  your  drifting  on  to  the  rocks  of  penury. 

If  you  already  have  capital,  economy  will  preserve  it  for  your  use  in 
times  of  greater  need.  If  you  have  none  you  can  acquire  it  by  the  same 
means. 

But  you  must  have  capital  if  you  would  get  ahead  financially. 

Youth  is  emphatically  the  time  to  begin  to  save,  but  it  is  never  too 
late  to  start  while  your  earning  capacity  is  greater  than  the  needs  of 
yourself  and  those  dependent  upon  you. 

But  saving  is  a  habit,  and,  like  most  habits  of  life,  in  the  great 
majority  of  cases  it  must  be  acquired  early  if  at  all. 

Indeed,  the  main  object  of  saving  in  early  life,  is  not  so  much  the 
actual  amount  saved,  which  may  be  very  small,  as  it  is  the  formation  of 
the  habit  of  economy. 

It  is  an  important  moment  when  a  young  man  or  young  woman  begins 
to  lay  aside  part  of  his  or  her  earnings,  because  from  that  moment  the 
person  ceases  to  be  a  slavish  dependent  and  becomes  free,  independent  and 
self-reliant. 

Between  the  ages  of  thirty  and  forty  the  human  machine  is  running 
most  smoothly  and  powerfully*  Difficulties  which  seem  insuperable  to  the 
inexperience  of  youth  or  the  over-caution  of  old  age,  are  easily  overcome 
by  the  energy,  good  judgment  and  courage  of  middle  life. 

Perhaps  the  knowledge  that  his  best  productive  years  are  so  short 
causes  a  man  to  realize  the  necessity  of  making  the  most  of  them  while 
they  last. 

It  ought  to,  at  any  rate. 

How  is  it  with  you?  Have  you  reached  that  period,  and  can  you  say 
to  yourself,  as  you  think  of  those  dependent  upon  you,  "I  am  doing  my 
duty  by  them"? 

Or  does  a  feeling  of  sadness  come  over  you  as  you  look  at  the  face? 
around  your  breakfast  table  and  think  that  you  have  not  yet  been  able 
to  provide  adequately  for  the  future  of  your  loved  ones? 


86  PUSHING  YOUR  BUSINESS. 

A  man's  duty  to  his  family  is  not  done  when  he  provides  for  present 
necessities.  He  must  also  prepare  for  the  future,  which  may  be  a  time 
of  storm  and  stress. 

If  in  the  years  gone  by  you  have  saved  money  and  invested  it  wisely, 
you  can  approach  middle  life  and  declining  powers  without  worry  even  if 
your  income  has  never  been  a  large  one. 

Just  when  you  are  about  to  lay  down  the  severest  burden  of  work,  your 
judiciously  invested  funds  take  it  up  for  you  and  from  that  time  on  you 
do  less  work  and  your  capital  does  more. 

It  is  better  to  sacrifice  a  little  now  than  to  want  much  later. 

There  are  some  who  affect  to  disregard  material  wealth. 

(o)O  Q(o> 

Your  Child's  Future  ° 

A  SAVINGS  ACCOUNT  opened  when  your 
children  are  young  wifl  provide  for  their  edu- 
cation and  give  them  a  proper  Start  in  life. 
You  can  open  an  account  with  this  large  safe  bank  with 
flIIC  nnillD  AND  UPWARDS.      Mo/  IIITCDCOT 

UN  t  uULLAH  AND  IT  WILL  EARN  4/%  IN  I  tHto  I 


cA  BIRTHDAY  FUND 

q  An  excellent  mean*  of  providing  a  ion  or  daughter  with  i 

arrive  at  majority  u.  on  each  birthday  to  place  to  their  credit  with  thii  bank  the  turn 
of  One  Dollar  for  each  of  the  yean  they  have  lived.  The*  Kim.,  with  intereft.  w$ 
amount  in  twenty -one  yean  to  over  $300.00,  not  an  inngnificant  nun  in  it*elf;  and 
moft  children,  knowing  that  a  bank  account  wa>  growing  for  them,  will  make  con- 
tinuoui  efforu  to  add  to  the  amount*  of  their  tavingt,  unit  iwelling  the  aggregate, 
which  would  enable  any  young  man  or  woman  to  ftart  out  in  a  buaineM  career,  well 
equipped  for  wcoeai. 

THE  CITIZENS  SAVINGS  ca,  TRUST  Co. 

Euclid  Ave.  near  Erie  St.,  CLEVELAND,  OHIO 

THIRTY- NINESSMllLLION   DOLLARS 

@O  -  O® 

An  Attractive  Mailing  Card. 

There  is  neither  Gospel  nor  common  sense  in  doing  that,  for  while 
thfc  love  of  money  may  be  the  cause  of  much  evil,  the  lack  of  it  is  the  cause 
of  more. 

You  are  giving  yourself  and  others  a  square  deal  when  you  save  money 
and  invest  it  so  as  to  bring  a  good  return  with  safety  of  principal. 

A  reserve  fund  can  not  be  created  in  a  day,  but  is  the  accumulation 
of  years  of  hard  work  and  self-denial. 

Without  capital  in  reserve,  hard  times  or  individual  misfortune  will  mean 
disaster  to  you  financially.  It  may  be  hard  for  you  to  live  within  your 
income.  It  will  be  harder  to  live  without  it.  With  money  saved  and 
invested  funds,  you  need  not  be  without  income  even  if  your  regular  source 
gives  out. 


SAVINGS  BANK  ADVERTISING.  87 

You  are  hurrying  prosperity  away  from  you  if  you  neglect  to  provide 
now  in  these  good  times  for  future  necessities. 

And  at  the  same  time  adversity  is  humming  down  the  track  toward 
you  at  the  rate  of  sixty  miles  an  hour,  and  ahead  of  time. 

Economy  will  switch  it  off,  and  it's  not  too  late  if  you  heed  the 
danger  signal. 

Not  everyone  can  be  rich,  or  wants  to  be.  But  everyone  can  be 
thrifty,  if  he  will,  which  is  better.  A  common  conception  of  thrift  in  this 
country  is  putting  something  away  occasionally.  But  spasmodic  saving 
accomplishes  little. 

The  habit  of  putting  money  away  methodically  has  a  double  value.  The 
money  accumulated  is,  of  course,  a  valuable  resource,  but  the  good  quali- 
ties of  head  and  heart  and  hand  developed  are  worth  as  much  for  success 
as  the  money  itself. 

Then  there  is  another  advantage  in  saving  money.  It  helps  cut  out  the 
worry  that  hinders  you  from  doing  your  best  work.  For  there  is  a  worry 
that  will  undermine  your  strength  if  you  glance  around  your  home  circle 
and  realize  that  you  have  not  saved  a  cent  against  the  day  when  your 
loved  ones  may  be  left  without  the  income  that  you  are  spending  so  lavishly 
now. 

If  you  are  not  saving  money  and  the  reading  of  this  book  makes  you 
discontented  with  your  financial  condition  and  leads  you  to  strive  earnestly 
to  better  it,  then  it  will  not  have  been  written  in  vain. 

From  "A  Rich  Man's  Advice,"  written  for  the  Missouri-Lincoln 
Trust  Company,  St.  Louis,  Mo.: 

John  D.  Rockefeller,  the  richest  man  in  the  world,  says: 

"The  American  people  are  prodigal  and  our  extravagance  will  have 
to  be  paid  for  by  some  one.  People  are  taking  advantage  of  prosperity,  such 
as  has  never  been  excelled  in  this  country,  to  be  wasteful  and  extravagant. 
We  are  not  saving  up  for  the  rainy  day,  for  the  time  of  need.  How  can 
one  be  ready  for  the  glorious  opportunities  ahead  of  him  unless  he  has 
cultivated  the  habits  of  economy  and  prudence?  He  must  save  all  he  can, 
in  season  and  out  of  season." 

Perhaps  you  do  not  need  the  words  of  this  successful  man  to  make 
you  realize  the  importance  of  saving  money  now.  Probably  you  feel  that 
it  is  better  to  sacrifice  a  little  now,  if  necessary,  than  to  spend  all  and  want 
later  on.  But,  and  this  is  the  important  thing  for  you  to  consider,  do  you 
realize  how  important  it  is  to  save  the  small  amounts? 

Not  a  few  persons  have  a  very  good  intention  to  save,  but  keep  putting 
off  the  start  until  they  "can  save  something  worth  while." 

If  you  are  one  of  those  persons,  consider  this: 

There  are  365  days  in  the  year.  Take  out  52  Sundays,  and  it  will  leave 
313  working  days  in  a  year.  Now,  if  each  working  day  you  save  small 
sums  (from  5  cents  to  $2.00)  and  deposit  the  money  regularly  in  the  Sav- 
ings Department  of  the  Missouri-Lincoln  Trust  Company  and  leave  it  there 
to  draw  3  per  cent,  compound  interest,  at  the  end  of  five  years  you  will 
have  to  your  credit  the  sums  indicated  in  the  table  below: 


88  PUSHING  YOUR  BUSINESS. 

Daily  Amount  Interest  Total  Amt., 

Saving.  Deposited.  Earned.  Five  Years. 

$0.05  $     78.25  $    5.50  $    83.75 

.10  156.50  11.00                       167.50 

.15  234.75  16.50                      251.25 

.20  313.00  22.00                       335.00 

.25  391.25  27.50                      418.75 

.30  469.50  33.00                      502.50 

.40  626.00  44.00                       670.00 

.50  782.50  55.00                      837.50 

.75  1,173.75  82.50  1,256.25 

1.00  1,565.00  110.00  1,675.00 

1.25  1,956.25  137.50  2,093.75 

1.50  2,347.50  165.00  2,512.50 

1.75  2,738.75  192.50  2,931.25 

2.00  3,130.00  220.00  3,350.00 

Suppose  you  had  begun  five  years  ago  to  save  the  small  amounts  which 
you  have  been  spending  foolishly  all  these  years.  Those  savings  and  the 
interest  earned  would  have  made  you  much  better  off  than  you  are  now. 
Besides,  you  would  have  developed  a  habit  of  thrift  and  carefulness  which 
in  itself  would  be  worth  a  fortune  to  you. 

But  the  mill  will  never  grind  with  water  that  is  past.  Regrets  are 
vain.  The  thing  to  do  is  to  decide  now  to  begin  to  save  systematically  even 
the  small  amounts.  Then  five  years  from  now  will  find  you  much  nearer 
the  accomplishment  of  your  ambitions  than  you  are  to-day.  For  the  great 
majority  of  us  there  is  no  safer  or  surer  way  to  financial  success  than 
persistent,  systematic  saving,  and  the  best  aid  in  that  direction  is  a  savings 
account  in  a  reliable  institution  like  the  ,$12,000,000  Missouri-Lincoln  Trust 
Company. 

The  start  is  the  hardest  thing.  Once  you  have  opened  an  account  and 
have  experienced  the  pleasure  of  seeing  the  figures  in  your  pass-book  indi- 
cate a  steadily  increasing  balance,  aided  by  the  semi-annual  interest  credits, 
it  is  comparatively  easy  for  you  to  continue  the  good  work. 

In  order  to  make  it  as  easy  as  possible  for  you  to  open  a  savings 
account  with  this  great  institution — the  oldest  of  its  kind  in  Missouri  and 
one  of  the  strongest  in  the  United  States — there  is  printed  herewith  a  coupon 
in  the  form  of  a  deposit  slip.  Sit  right  down  now  while  this  subject  is 
fresh  in  your  mind  and  fill  it  out,  even  if  you  have  no  more  than  $1.00  to 
deposit. 

Then  bring  the  slip  with  your  deposit  to  the  bank  (or,  if  more  con- 
venient, mail  it).  Your  name  will  b~  entered  upon  our  books  and  you  will 
be  given  a  pass-book. 

Then  you  will  be  fairly  started  on  that  road  to  prosperity  which  has 
been  trod  by  thousands  of  successful  men  and  women  everywhere. 

Take  the  first  step  now, 


CHAPTER  VI. 

Trust  Company  Advertising. 

TIE  business  of  a  trust  company  is  of  such  a  nature  that  it 
can  be  promoted  with  certainty  by  the  right  kind  of  pub- 
licity. 

And  competition  is  now  so  active  that  the  trust  company  must 
advertise  even  as  a  means  of  self-preservation,  to  say  nothing  of 
pushing  its  business. 

Owing  to  the  great  variety  of  services  that  it  has  to  offer  the 
public,  the  trust  company  has  a  broad  field  to  work  in  and  a 
strong  and  vitally  interesting  advertising  story  to  tell. 

Because  of  the  nature  of  the  services  such  institutions  render, 
there  is  great  need  of  the  strongest  kind  of  confidence-inspiring,  copy 
in  their  advertising. 

Trust  companies  are  fiduciary  institutions.  They  ask  people  to 
trust  them  not  merely  with  large  or  small  sums  of  money  left  on 
deposit  and  subject  to  check,  but  they  also  seek  the  confidence  of 
the  public  in  the  most  intimate  relations  of  business  life,  in  the  care 
of  estates  and  in  carrying  out  the  sacred  provisions  of  the  last  will 
and  testament. 

In  short,  the  trust  company  solicits  not  only  the  grave  responsi- 
bility of  the  custody  of  money  not  its  own,  but  it  offers  in  some 
cases  to  assume  entire  charge  of  the  temporal  affairs  of  dependents 
and  others  who  cannot  or  do  not  care  to  look  after  their  interests 
in  person. 

It  is  no  light  thing  this  that  the  trust  company  takes  upon 
itself  and  it  cannot  present  too  strong  proof  of  its  worthiness  to 
undertake  such  responsibility.  When,'  on  account  of  disability,  or 
for  some  other  reason,  a  man  finds  it  impossible  to  manage  his 
important  interests  properly  and  thus  protect  those  whose  happi- 
ness depends  upon  the  wisdom  with  which  those  interests  are  hand- 
led, he  wants  assurance  amounting  to  certainty  that  the  trust  com- 
pany offering  its  services  for  the  work  can  be  entrusted  safely  with 
the  care  of  the  property  and  that,  moreover,  his  own  wishes  will 
be  carried  out  conscientiously  and  prudently. 

It  is  a  noticeable  fact  that  in  a  very  large  majority  of  cases  the 
most  successful  trust  companies  in  different  communities  are  those 
that  do  the  most  and  the  best  advertising  in  their  field. 


90  PUSHING  YOUR  BUSINESS. 

What  has  been  said  elsewhere  in  this  book  about  the  importance 
of  strong,  informative,  humanly  interesting  advertising  copy  applies 
with  equal  force  in  the  case  of  trust  company  publicity.  If  there 
is  one  point  more  than  another  that  should  be  emphasized,  it  is 


More  than  the  entire  cost  of 
administration  has  been  saved 

to  estates  because  of  their  careful  handling 
by  the  Commonwealth  Trust  Company. 

On  the  other  hand,  many  estates  have  been 
dissipated  by  the  carelessness,  incompetence, 
incapacity  or  dishonesty  of  individual  executors. 
You  can  insure  your  estate  against  this  risk  by 
appointing  this  Trust  Company  your  executor. 

Having  no  personal  interest  in  the  matter,  a 
reliable,  experienced,  well-organized 
corporation  like  this  administers  its  trust 
impartially.  In'  every  way  its  services  are 
more  satisfactory  than  those  of  an  individual 
executor,  although  they  cost  no  more.  Mr. 
W.  V.  Delahunt,  Trust  Officer,  will  explain 
this  to  you  if  you  write  or  call. 

This  company  operates  under  stringent  legal 
safeguards,  and  has  Capital,  Surplus  and 
Undivided  Profits  of  almost  $6,000,000. 

Commonwealth  Trust  Company 

Broadway  and  Olive  Street 
For  Fiduciary  Service. 


the  special  need  there  is  that  the  trust  company  inspire  popular 
confidence.  Fn  order  to  do  this  successfully,  all  the  changes  must 
be  rung  ably  and  persistently  on  such  advertising  assets  as:  Age, 
financial  strength,  personnel  of  management,  extensive  clientele, 
state  supervision,  examinations,  and  many  other  such  "talking 
points"  as  are  suggested  at  the  end  of  this  chapter. 


TRUST  COMPANY  ADVERTISING.  01 

EXPLAINING  THE  SERVICES  OFFERED. 

Perhaps  also  the  necessity  for  educational  advertising  is  par- 
ticularly apparent  in  the  case  of  trust  companies,  because  these 
institutions  are  comparatively  new  and  their  functions  are  not  so 
well  understood  by  the  public  generally  as  are  those  of  the  banks. 

A  campaign  of  education  along  this  line,  conducted  with  intelli- 
gence and  skill,  ought  to  be  very  fruitful  for  any  progressive  trust 
company.  The  opportunity  to  do  some  really  strong,  result-getting 
advertising  in  this  direction  is  immense  but  only  a  comparatively 
few  institutions  in  the  country  are  making  the  most  of  it. 

Here  is  the  way  it  can  be  done.  Plan  a  complete  series  of 
newspaper  advertisements,  street  car  cards,  and  a  "follow  up"  sys- 
tem consisting  both  of  booklets  and  form  letters. 

Don't  try  to  tell  your  whole  advertising  story  in  one  .nd.  or  in 
one  booklet.  Tell  your  advertising  story  in  small  chapters,  but 
keep  it  up  regularly  and  people  will  soon  look  for  it  and  be  disap- 
pointed if  they  don't  get  it. 

Make  each  advertisement  take  up  a  new  subject  or  treat  an  old 
topic  in  a  new  way. 

In  your  newspaper  advertising  try  to  keep  the  same  position 
in  the  papers  you  use  and  maintain  the  same  general  style  of  typog- 
raphy, but  CHANGE  THE  COPY  and  nil  your  space  with  strong, 
instructive,  action-compelling  stuff. 

If  you  are  an  officer  of  your  company  and  have  not  the  time  or 
training  to  enable  you  to  do  this  most  effectively  yourself,  get  some- 
body who  can  "deliver"  this  kind  of  "goods." 

The  money  you  pay  him  for  his  services  will  not  be  an  expense, 
but  an  extremely  good  investment. 

A  good  many  trust  companies  have  a  savings  department,  and 
others  either  now  have  a  banking-by-mail  department  or  are  con- 
sidering the  advisability  of  soliciting  accounts  by  mail.  Sugges- 
tions on  the  advertising  of  these  important  branches  are  given  else- 
where in  this  book.  It  need  only  be  added  here  that,  while  the 
advertising  literature  for  these  two  classes  of  business  must  be 
strong  and  convincing,  the  appeals  for  deposits  must  not  be  so 
frantic  that  the  reader  may  draw  the  conclusion  that  the  institution 
is  terribly  in  need  of  the  money. 

Strive  to  convey  the  idea  in  your  advertisements  that  you  are 
conferring  the  favor,  and  so  emphasize  the  advantages  that  will 
accrue  to  the  prospective  depositor  from  his  connection  with  your 


92  PUSHING  YOUR  BUSINESS. 

institution  that  he  will  not  get  the  unfavorable  impression  that  you 
are  grinding  your  own  axe  too  much. 

Make  your  advertising  positive,  not  negative;  constructive,  not 
destructive,  and  always  remember  Shakepeare's  good  advice  about 
being  bold,  but  not  too  bold  and  that  it  is  possible  to  "protest  too 
much." 

WOMEN'S  ACCOUNTS. 

Trust  companies  are  especially  well  equipped  to  handle  women's 
accounts,  and  practically  every  big  trust  company  has  a  Women's 
Department,  managed  by  a  woman  or  with  female  assistants. 

The  great  talking  points  in  advertising  such  a  department  are 
that  it  makes  banking  pleasant  and  easy  for  women  and  that  it  is 
convenient  and  economical  for  women  to  have  a  checking  account 
and  pay  bills  by  check. 

Convenience  to  the  shopping  district,  comfortable  rest  rooms  and 
the  relief  from  financial  worry  are  also  very  strong  features  of  the 
service  that  an  up-to-date  trust  company  can  offer  its  women  cus- 
tomers and  should  emphasize  in  its  advertising. 

While  it  is  wise  to  plan  a  complete  advertising  campaign  in  ad- 
vance and  to  have  an  appropriation  set  aside  sufficient  to  cover  the 
expense  of  it,  the  amount  should  not  be  figured  down  so  close  in 
advance  that  there  would  be  nothing  available  for  special  occasions 
or  emergencies,  so  to  speak. 

In  his  criticism  in  the  January,  1908,  "Bankers  Magazine"  of 
the  advertisement  reproduced  on  page  94,  the  author  said: 

"The  full-page  magazine  advertisement  of  the  Union  Trust 
Company,  of  Pittsburgh,  copied  in  reduced  size,  is  one  of  the  most 
striking  financial  announcements  we  have  seen  in  some  time,  and  is 
certain  to  cause  discussion  in  financial  and  advertising  circles. 

"The  idea  conveyed  by  the  lion  and  the  massive  chain  border  of 
the  design,  is,  of  course,  that  of  strength,  and  the  design  and  the 
copy  are  appropriately  tied  up  by  the  reference  to  the  institution's 
stability. 

"There  is  only  one  question  that  arises  in  this  connection  and  on 
this  point  we  would  like  the  opinion  of  the  man  who  wrote  this 
advertisement  and  of  other  advertisers.  Would  it  not  have  been 
better  to  display  the  name  of  the  company  further  down  in  the  ad. 
and  to  use  the  top  line  display  for  an  eye  catcher  and  a  link  between 
the  design  and  the  copy?  For  example,  something  like  this — OUR 
STRENGTH  IS  YOUR  PROTECTION, 


TRUST  COMPANY  ADVERTISING.  93 

"The  argument  in  favor  of  giving  the  major  display  to  the  name 
of  the  company  probably  is  to  get  as  much  general  publicity  for 
the  institution  as  possible,  but  is  it  not  likely  that  just  as  much 
general  publicity  will  come  from  the  steady  use  of  a  distinctive 
typographical  style  and  of  bright,  convincing  copy,  the  whole  stand- 
ing as  much  for  the  institution  as  if  the  entire  space  were  taken  up 
with  its  name  in  the  boldest  type? 

"The  advantage  of  the  idea  we  suggest  is  that  it  not  only  in- 
sures the  same  amount  of  general  publicity  value  to  the  advertiser, 


Safety  for  Securities 

Considering  the  low  Cost  and  the  perfect 
security  of  a  box  in  a  modern  safe  deposit 
vault,  it  is  unwise  to  keep  securities,  insurance 
policies,  savings  bank  books,  deeds  and  other 
valuables  in  a  house  or  office  safe.  The  safe 
deposit  vault  does  what  no  amount  of  insur- 
ance can  do,. — it  actually  prevents  valuables 
from  being  burned  or  stolen. 
Boxes  may  be  rerited  at  either  office. 

<^fo  Colon?  tErusit  Co. 


A  Well  Balanced  Ad. 

but,  in  addition,  gives  opportunity  to  emphasize  some  particular 
feature  of  the  service  the  institution  offers  the  public  and  serves  to 
clinch  the  point  made  by  the  design,  even  in  the  mind  of  the  hasty 
reader. 

"These  seemingly  minor  points  about  advertising  are  important, 
because,  after  all,  it  is  the  aggregate  of  little  things  that  makes  the 
big  things,  and  the  advertiser  should  overlook  no  detail  that  might 
add  to  the  effectiveness  of  his  publicity/* 

Following  are  some  advertisements  prepared  by  the  author  for 
the  Hampden  Trust  Company  of  Springfield,  Mass.: 


94  PUSHING   YOUR    BUSINESS. 

TRUST  COMPANY  EXPERIENCE. 

Experience  is  one  of  the  greatest  elements  of  value  in  the  service  of 
a  trust  company.  The  individual  trustee  may  not  be  called  upon  to  handle 
more  than  one  estate  in  his  lifetime,  but  it  is  the  CONSTANT  business 
of  this  company  to  discharge  such  duties  and  responsibilities. 

We  invariably  retain  expert  legal  talent.  This  counsel  is  available, 
without  additional  expense,  to  every  estate  we  handle,  large  or  small. 

Necessarily,  likewise,  we  have  in  our  organization  men  especially  expert 
in  the  various  branches  of  trust  administration,  and  it  is  not  the  experience 
of  one  man,  but  of  many.  There  is  such  a  thing  as  "collective"  experience 
and  "collective"  honesty.  We  have  it  and  we  consider  it  one  of  our  best 
assets  and  one  of  the  strongest  bids  we  can  make  for  your  business. 


SAVE  TROUBLE  AND  CONFUSION. 

One  of  the  best  recommendations  for  a  trust  company  as  administrator 
is  that  when  a  trained,  efficient  organization  like  that  ot  the  Hampden  Trust 
Company  handles  an  estate,  the  records  required  by  the  court  are  sure 
to  be  full,  exact  and  definite. 

The  indifference  of  the  average  individual  administrator  to  the  re- 
quirements in  regard  to  reports,  appraisements  and  such  details  often 
results  in  trouble  and  confusion  if  not  actual  loss  of  money  to  the  estate. 

You  can  do  nothing  wiser  than  to  place  your  interests  in  the  hands* 
of  this  experienced  and  thoroughly  responsible  trust  company. 


LET  US  HELP  EACH   OTHER. 

We  are  looking  for  more  business,  and  naturally  we  will  do  all  in  our 
power  to  show  you  that  we  value  your  business  when  you  intrust  it  to  us. 

We  want  the  people  of  Springfield  and  vicinity  to  know  that  there 
is  an  individuality,  a  personality  about  the  Hampden  Trust  Company, 
that  its  officers  are  approachable  anu  glad  to  be  approached. 

We  believe  that  it  is  one  of  the  functions  and  privileges  of  a  Trust 
Company  to  place  at  the  disposal  of  its  customers  the  benefit  of  its  ex- 
perience. We  are  always  ready  to  give  information  and  advice  on  finan- 
cial and  business  matters.  Do  not  hesitate  to  call  on  us. 

Come  in  and  get  acquainted  with  us  for  our  mutual  advantage. 


FIRST  PLANK  IN  OUR  PLATFORM. 

Integrity  is  the  biggest  word  in  the  business  world  to-day.  Although 
the  Hampden  Trust  Company  has  Resources  of  almost  $1,200,000,  its 
officers  consider  that  its  most  valuable  asset  is  the  long  record  of  upright- 
ness and  square  dealing  possessed  by  the  men  back  of  the  company — a 
record  made  not  only  in  their  conduct  of  the  affairs  of  the  company  and  in 
caring  for  the  interests  of  its  customers,  but  in  every  particular  of  their 
own  private  and  public  life. 


. 


THE  UNION 
TRUST  COMPANY 

OF   PITTSBURGH 

With  a  capital  of  $1,500,000,  and  surplus  of  $23,000,000 
this  institution  ranks  easily  first  among  the  strong  trust 
companies  of  the  world. 

It  conducts  a  conservative  business  along  the  following 
lines: 

(1)   TRUST  DEPT.— Transacts  a  general  financial  and  trust  company  business. 

Acts,  under  authority  ol  the  law.  as  executor,  administrator,  trustee,  etc. 
(2i    BOND  DEPT.— Buys  and  sells  high  grade  Investment  securities;  bond  list 

on  application. 
(3>    FINANCIAL  DEPT.— Allows  Interest  on  deposits  of  Individuals,  firms  and 

(4)  REAL  ESTATE  DEPT.— Manages,  buys,  sells,  rents  and  appraises  Pittsburgh 

city  real  estate. 

(5)  SAFE  DEPOSIT  DEPT.— Rents  sale  deposit  boxes  In  fire,  burglar  and  motfc 

prool  vault. 
Stores*  at  special  rates,  silverware,  etc. 

Correspondence  on  any  of  these  subjectt 
will  receive  prompt  and  careful  attention 

OFFICERS 

H.  C.  McELDOWNEY,  President 

A.  W.  MELLON,  Vice-President  H.  W.  GLEFFER,  Treasurer 

J.  M.  SCHOONMAKER,  2d..Vice-President       SCOTT  HAYES.  Secretary 


DIRECTORS 


.  ,       .       .   u 

GEORGE  I.   WHITNEY,    HENRY 
------ 


J.*M.'  SCHOOVifAlTER,      E."  Ct"  CON  VERSE. 
WM.  B,  SCHILLER.  A.  W.  MELLON, 


A  Strong:  Advertisement. 


96  PUSHING  YOUR  BUSINESS. 

It  is  this  integrity  that  assures  the  customers  and  depositors  of  this 
institution  that  its  affairs  and  their  interests  will  be  honestly  looked  after 
and  that  the  funds  of  the  company,  the  ability  and  experience  of  its 
officers  and  directors,  will  be  properly  used — in  short,  that  the  name  of 
this  institution  is  a  synonym  for  all  that  is  clean,  reliable  and  substantial. 


PROFITABLE   HANDLING   OF   ESTATES. 

Estates  are  sometimes  frittered  away  because  of  unfaithful  or  in- 
competent INDIVIDUAL  management. 

When  the  Hampden  Trust  Company  cares  for  an  estate,  its  profitable 
handling  is  guaranteed  by — 

The  wide  experience  of  able  and  upright  officers  in  the  matter  of 
investments;  their  familiarity  with  probate  law,  the  law  of  descent  and 
distribution;  their  financial  responsibility  and  connections,  and  their  op- 
portunities for  advantageous  disposition  of  the  property  coming  into  their 
hands. 

These,  in  brief,  are  some  of  the  points  of  superiority  of  the  corporate, 
as  compared  with  the  average  individual  administrator  or  trustee. 


TRUST  COMPANY  MACHINERY. 

A  trust  company  cannot  be  too  well  prepared  to  perform  the  very 
important  duties  that  devolve  upon  it — even  in  the  mechanical  features. 

Besides  having  the  brains,  experience,  integrity  and  financial  respon- 
sibility fitting  us  for  the  performance  of  the  work  entrusted  to  us  with  the 
sanction  and  under  the  supervision  of  the  commonwealth,  this  company 
uses  the  most  up-to-date  and  scientific  methods  of  accounting  and  the  best 
available  equipment  for  the  quick  and  accurate  handling  of  business. 

We  consider  our  impregnable  Safe  Deposit  Vault  part  of  the  equip- 
ment of  our  trust  department,  as  it  gives  absolute  safety  to  the  perishable 
but  very  valuable  papers  of  the  estates  and  individuals  whose  interests  we 
look  after. 


COLLECTIVE  EXPERIENCE 

There  is  such  a  thing  as  "collective  experience"  too.  In  the  general 
administration  of  trusts  in  all  their  details,  a  corporation  like  the  Hampden 
Trust  Company  has  the  advantage  of  employing  men  to  do  that  very 
business  and  nothing  else. 

In  the  case  of  an  individual  trustee,  one  man,  possibly  inexperienced, 
must  supervise  all  the  details  of  the  trust  whereas  in  the  case  of  an  in- 
stitution like  this,  authorized  under  the  most  stringent  safeguards  to  act 
in  every  fiduciary  capacity,  the  work  is  divided  up  among  specialists  and 
in  this  way  trusts  are  looked  after  or  estates  handled  with  the  greatest 
possible  economy  of  time  and  money. 

It  pays  to  employ  this  kind  of  service. 


TRUST  COMPANY  ADVERTISING.  97 

DON'T  TAKE  CHANCES. 

You  run  a  good  many  chances  when  you  place  a  trust,  such  as  the 
handling  of  an  estate,  in  the  hanas  of  an  individual  trustee. 

He  may  be  inexperienced;  he  may  prove  incompetent  or  dishonest; 
he  may  be  burdened  with  other  duties;  he  may  be  absent  when  his  presence 
is  most  needed;  he  may  meet  with  an  accident,  become  ill  or  mentally  un- 
balanced; he  will  surely  die,  possibly  soon. 

In  short,  he  is  subject  to  every  human  misfortune,  and  your  interests 
in  his  charge  are  imperiled  accordingly. 

Avoid  these  risks  by  committing  your  trust  to  a  corporation,  like 
this  strong  company,  which  is  legally  empowered  to  act  as  trustee,  is  sur- 
rounded by  every  possible  safeguard,  has  had  wide  and  successful  ex- 
perience, and  WHOSE  LIFE  IS  PERPETUAL. 


TRUST  COMPANY  AS  TRUSTEE. 

Under  this  term  are  several  forms  of  service,  among  them:  Admin- 
istration of  estates  left  without  wills;  receiver  or  assignee  of  enterprises 
in  financial  difficulties;  agent  for  persons  who  want  to  be  relieved  of  the 
management  of  their  own  business  and  property  affairs. 

A  corporate  is  better  than  an  individual  trustee,  because:  It  never 
dies;  it  is  never  absent  or  too  busy  for  immediate  action;  and  doing  its 
work  by  the  collective  judgment  and  efforts  of  several  experienced  per- 
sons, it  is  superior  to  individual  human  frailties  of  judgment  and  conduct, 
which  so  often  result  disastrously  in  the  case  of  a  one  man  trustee- 
ship. 

In  addition  to  the  faithful  and  efficient  performance  of  such  trust 
functions,  this  strong  and  strictly  supervised  company  does  a  general 
banking  business,  providing  all  the  facilities  and  safeguards  of  a  proper- 
ly conducted  bank  and  in  the  Safe  Deposit  vault  giving  absolute  security 
for  valuables  at  very  low  cost. 


COLLECTIVE    HONESTY. 

It  is  possible  for  an  individual  to  prove  untrue  to  a  trust  placed  in 
his  charge  and,  unfortunately,  instances  of  the  fraility  of  individual  human 
nature  under  such  circumstances  are  far  too  common. 

But  it  is  an  almost  unheard  of  thing  for  a  group  of  men  associated 
together  to  go  wrong  at  one  and  the  same  time,  especially  when  each  one 
of  them  has  behind  him  a  long,  clean  record  in  the  community. 

One  of  the  great  elements  of  strength  in  a  corporation  like  the 
Hampden  Trust  Company  lies  in  the  fact  that  the  "collective  integrity" 
of  its  board  of  directors  provides  a  system  of  checks  and  balances  which 
make  anything  but  the  strictest  honesty  in  the  transaction  of  its  business 
an  impossibility. 

This  protection  is  in  addition  to  the  strongest  legal,  physical  and 
financial  safeguards  which  it  is  possible  for  a  customer  to  demand  or 
receive. 


98  PUSHING  YOUR  BUSINESS. 

COLLECTIVE    ABILITY. 

A  man  may  be  perfectly  honest  and  he  may  have  had  considerable  ex- 
perience, but  it  is  not  likely  that  he  will  reach  the  fullest  measure  of  busi- 
ness success  unless  in  addition  to  honesty  and  experience  he  has  ABILITY. 

Ability  is  another  word  for  power — it  makes  honesty  and  experience 
effective.  Employing  the  Hampden  Trust  Company  in  matters  of  trust, 
you  have  the  benefit  of  multiplied  ability. 

That  is,  all  of  the  officers  and  directors  of  this  company  are  men  of 
demonstrated  business  ability.  Their  combined  or  "collective"  ability 
works  for  YOUR  benefit  when  you  employ  us. 

Remember,  the  strength  of  this  company  is  five- fold — unquestioned 
integrity,  proved  ability,  extensive  and  successful  experience,  ample  re- 
sources and  legal  safeguards. 

A  TRUST  COMPANY  BOOKLET. 

The  following  booklet,  written  by  the  author,  features  one  spe- 
cial point  of  trust  company  service: 

MANAGING  YOUR  PROPERTY 
Why  It  is  Wise  to  Employ  a  Good  Trust  Company 

The  Trust  Company  can  manage  your 

property  for  you  now — while  you  live. 

Many  persons  seem  to  think  that  a  trust  company  can  only  aid  in 
carrying  out  the  provisions  of  wills,  handle  estates  left  in  trust,  serve  as 
executor,  or  act  in  similar  administrative  capacities. 

This  is  not  the  case,  however.  The  authorized  functions  of  a  trust  com- 
pany are  much  broader  than  that,  as  you  will  learn  from  a  careful  reading 
of  this  booklet. 

For  the  benefit  of  those  who  could  advantageously  use  this  institution's 
equipment  for  handling  property,  we  propose  to  explain  this  feature  of 
trust  company  service  which  is  not  as  generally  known  and  appreciated  as 
it  should  be. 

If  you  were  asked  to  name  the  important  factors  entering  into  the 
successful  handling  of  property  interests,  undoubtedly  you  would  include 
the  following: 

Honesty.  Organization. 

Ability.  Equipment. 

Experience.  Energy. 

A  corporation  like  the  Trust  Company 

Possesses  all  of  these  elements  to  a  higher  degree  than  any  individual  possi- 
ly  can. 

IN  UNION  THERE  Is  STRENGTH. 

At  first  blush,  this  may  seem  like  an  unwarranted  statement,  especially 
as  far  as  the  matter  of  honesty  is  concerned.  But  the  fact  should  be  con- 
sidered that  in  employing  a  trust  company  like  this,  you  virtually  have  the 
full  benefit  of  the  collective  honesty,  experience,  training  and  ability  of  a 


Trust    Department 

After  spending  your  life  accumulating  property,  be 
as  careful  in  selecting  an  executor  as  though  choosing 
a  manager  of  your  business. 

Tne  Union  Trust  Company  has  a  perpetual  charter, 
will  accept  the  trust  if  appointed  as  executor  of  your 
estate,  and  will  retain  possession  of  your  property 
until  every  provision  of  your  will  is  executed. 

It  it  organized  primarily  for  this  purpose  and  has 
the  time  and  ability  to  attend  to  the  details  of  such 
work. 

Its  management  guarantees  the  faithful  discharge 
of  all  trusts  committed  to  it. 

Trust    Company 

of  Spokane 


u 


nion 


OFFICERS  AND  DIRECTORS 


DiW.Twohy 
President 
D.  C  Corbin 
Peter  Larson 
James  Monaghan 
John  A.  Finch 


W.J.CWakefield 
Vice  President 
T.  J.  Humbird 
Ceo.  S.  Brooke 
R.  B.  Paterson 
Fred  B.  Grinnell 
J.  P.  McGoWrick 


Jas.  C  Cunningham 

Sec'y-Treasurer 
Jay  P.  Graves 
T.  L  Greenougb 

D.  K.  McDonald 

E.  J.  Roberta 


A  Good  Model. 


100  PUSHING  YOUR  BUSINESS. 

group  of  men  whose  life  work  is  the  handling  of  just  such  matters  as  you 
may  entrust  to  them.  As  an  individual,  you  may  not  be  called  upon  to 
meet  a  certain  situation  more  than  once  in  your  lifetime,  whereas  it  is  the 
constant  business  of  this  company  to  discharge  all  the  responsibilities  that 
arise  in  the  handling  of  property. 

Every  officer  and  director  of  the  company  is  not  only  a  help  to  every 
other  one  in  the  performance  of  his  duties,  but  is  likewise  a  check  tending 
to  prevent  wilful  or  accidental  departures  from  the  path  of  strictest  in- 
tegrity. While  it  is  possible  for  an  individual  to  go  wrong,  it  is  incon- 
ceivable that  an  entire  group  of  men  should  at  one  and  the  same  time 
become  recreant  to  their  duty,  especially  when  each  and  every  one  of  them 
has  for  many  years  maintained  an  unblemished  record  in  the  community, 

as  is  the  case  with  the  officers  and  directors  of  the  

Trust  Company. 

AN  ORGANIZATION  OF  SPECIALISTS. 

Then,  as  to  the  other  factors  making  for  the  best  results — ability,  ex- 
perience, organization,  equipment  and  energy — let  us  call  your  attention  to 
these  facts: 

We  have  in  our  organization  men  especially  expert  in  the  various 
branches  of  real  estate  and  trust  administration,  and  you,  as  a  customer  of 
ours,  have  the  benefit  of  the  experience,  not  of  one  man,  but  of  many. 
The  officers  and  directors  of  this  company  are  men  who  have  made  a  suc- 
cess of  their  own  business  affairs.  Their  reputation  for  integrity,  ability 
and  sound  judgment  is  well  known  in  this  community,  where  they  have 
been  prominent  in  business  circles  for  many  years.  We  want  to  impress 
upon  you  the  fact  that  this  reputation  for  reliability  has  not  been  made 
only  in  their  conduct  of  the  affairs  of  this  company  and  in  caring  for  the 
interests  of  its  customers,  but  in  every  particular  of  their  own  private  and 
public  lives. 

In  employing  this  company  to  handle  your  property  you  are  only  doing 
as  you  would  do  in  many  other  cases  in  your  experience  where  you  employ 
experts  to  perform  services  which  you  cannot  so  well  perform  yourself. 
You  are  just  as  sensible  to  employ  the  services  of  a  group  of  experts  in 
the  care  of  your  property  as  you  are  in  employing  an  architect  to  plan 
your  house,  a  physician  to  give  you  medical  advice,  or  a  lawyer  to  look 
after  your  legal  interests. 

Every  important  step  is  taken  by  us  only  after  thorough  considera- 
tion and  much  conference.  An  executive  committee  meets  frequently  to 
pass  upon  loans  and  consider  other  matters  of  importance.  Moreover,  we 
have  the  full  benefit  of  expert  legal  talent.  This  counsel  is  available,  with- 
out additional  expense,  to  every  estate  or  interest  we  handle — large  or 
small. 

TAKING  ADVANTAGE  OF  OPPORTUNITIES. 

There  are  a  great  many  occasions  when  expert  knowledge  and  the 
ability  to  act  promptly  and  decisively  would  mean  a  great  saving  to  you. 
There  are  many  cases  where  taking  prompt  advantage  of  opportunities  by 
making  cash  advances  at  the  right  time  would  effect  a  large  economy  or  an 
added  profit. 

It  is  not  only  unfaithful  or  incompetent  individual  management  that 
wastes  property. 


TRUST  COMPANY  ADVERTISING.  101 

A  great  many  times  losses  are  sustained  because  of  inability  to  grasp 
opportunities  or  to  use  one  dollar  to  save  the  expenditure  of  two.  The 
wide  experience  of  able  and  upright  officers  in  the  matter  of  investments, 
their  familiarity  with  the  law,  their  financial  responsibility,  the  many 
opportunities  that  come  to  them,  their  sound  counsel  and  advice,  all  these 
are  of  inestimable  value  to  those  whose  interests  are  placed  in  the  charge 
of  this  institution. 

Besides  having  brains,  experience,  integrity  and  financial  responsibility 
fitting  us  for  the  performance  of  the  work  entrusted  to  us  under  the  super- 
vision of  the  State,  this  company  uses  the  most  up-to-date  and  scientific 
methods  of  accounting  and  the  best  available  equipment  for  the  quick  and 
accurate  handling  of  business.  We  consider  our  great  safe  deposit  vault 
part  of  the  equipment  of  our  trust  department,  as  it  gives  absolute  safety 
to  the  perishable,  but  very  valuable  papers  of  those  whose  interests  we  look 
after. 

A  trust  company  is  free  from  all  weaknesses  and  mistakes  which  are 
frequently  to  be  found  in  any  individual.  Undertaking  the  handling  of 
property,  a  trust  company  does  not  resign,  become  physically  incapacitated 
or  die.  It  never  takes  a  vacation,  it  is  always  ready  for  business,  it  never 
disobeys  orders,  it  maintains  absolute  secrecy,  it  is  never  tempted  to  use 
trust  funds  to  bridge  over  reverses  of  its  own. 

This  company  is  absolutely  impartial,  uninfluenced  by  any  personal 
considerations.  Its  sole  purpose  is  to  serve  the  best  interests  of  its  cus- 
tomers and  comply  with  the  legal  safeguards  which  are  thrown  around  its 
operations.  The  fees  which  it  charges  are  fixed  by  law  on  an  equitable 
basis,  and,  on  account  of  the  system  and  organization  employed,  these  fees 
are  in  most  cases  less  than  an  individual  trustee  would  charge  for  perform- 
ing similar  duties  in  a  much  less  efficient  manner. 

The  Trust  Company  is  authorized  to 

rent  and  manage  property,  collect  incomes,  interest,  dividends,  mortgages 
and  notes,  and  to  pay  taxes  and  insurance.  In  short,  in  regard  to  any 
property,  we  can  do  anything  you  yourself  can  do. 

We  are  also  authorized,  under  careful  legal  restrictions,  to  act  as 
trustee  under  life  insurance  policies,  to  invest  the  money  and  pay  the 
income  to  the  wife  or  child  until  any  specified  time — for  example,  until 
the  child's  coming  of  age  or  the  marriage  of  the  widow,  at  which  time 
we  pay  the  principal  also,  as  directed  in  the  will. 

LEGAL  RESTRICTIONS  AND  FINANCIAL  RESPONSIBILITY. 

All  trust  funds  and  accounts  are  kept  strictly  separate  from  the  com- 
pany's own  funds  and  are  paid  out  only  on  vouchers  signed  by  two  author- 
ized persons. 

(A  Description  of  your  financial  responsibility  and  legal  safeguards  here.) 

If,  on  account  of  disability,  advancing  years,  or  for  any  other  reason, 
you  feel  that  you  may  soon  find  it  impossible  to  manage  your  important 
interests  properly  and  thus  protect  those  whose  happiness  depends  upon 
the  wisdom  with  which  those  interests  are  handled,  consider  earnestly  the 
advisability  of  employing  this  strong,  State-protected  institution  to  manage 
your  property. 


102  : PUSHING   YOUR    BUSINESS. 

This  may  be  the  wiser  plan  even  if  you  are  still  in  a  position  to  give 
your  whole  time  and  energy  to  the  care  of  your  own  interests. 

LET  Us  CO-OPERATE  WITH  You. 

The  Trust  Company  can  co-operate 

with  you  in  the  handling  of  your  property  so  safely  and  efficiently  that  it 
will  relieve  you  of  a  great  deal  of  anxiety  and  hard  work,  and  at  the  same 
time  prevent  losses  and  put  you  in  the  way  of  additional  profits  at  a  cost 
to  you  of  much  less  than  the  increased  returns  which  would  accrue  in  case 
you  let  us  share  with  you  the  responsibility  of  looking  after  your  property 
interests. 

Necessarily,  this  is  only  a  brief  outline  of  what  our  facilities  and  ser- 
vices are.  If  you  are  at  all  interested  in  this  subject,  the  officers  of  the 
company  will  be  very  glad  to  correspond  with  you  or  to  meet  you  per- 
sonally either  at  our  offices  or  at  your  own  convenience. 

Call  or  write.  It  will  cost  you  nothing  to  consult  us,  but  we  may  be 
able  to  work  out  something  very  much  to  your  advantage. 

{The  name  of  your  Company  here.) 

SUBJECTS  FOR  ADVERTISEMENTS. 

Good  talking  points  for  trust  company  advertising  are  suggested 
below.  The  idea  is  not  to  use  just  these  phrases  in  advertisements, 
but  they  indicate  topics  that  can  be  profitably  developed  in  trust 
company  advertising,  each  idea  making  the  text  for  an  advertise- 
ment. 

Personnel  of  management. 

Capital,  surplus  and  reserve. 

Directors  that  direct. 

Carefulness  in  loans  and  investments. 

State  supervision. 

Registry  of  bonds  and  stocks. 

Transfer  and  fiscal  agent. 

Personal  supervision  by  officers. 

Investment  department,  bonds,  etc.,  for  trust  funds. 

Handling  real  estate,  paying  and  collecting  rent. 

Paying  taxes,  insurance,  etc. 

Auditing  and  regular  examinations. 

Employees  handling  securities  are  bonded. 

Modern  and  complete  office  equipment. 

Free  advice  of  officers. 

Making  and  carrying  out  provisions  of  wills. 

Promptness,  fidelity,  courtesy. 

Collections  on  all  points  promptly  and  cheaply  made. 

Quality  of  assets,  doubtful  paper  charged  off.' 

Interest  on  time  deposits  and  checking  accounts. 

Executor,  administrator,  trustee,  guardian,  assignee,  receiver. 

Interest  on  daily  balances. 


TRUST   COMPANY   ADVERTISING.  103 

Agent  and  attorney  in  fact  of  inexperienced  persons  and  of  benevo- 
lent and  religious  institutions  and  orders. 

Agent  and  attorney  for  non-residents. 

Depository  for  fiduciary  officers. 

Liberality,  accuracy,  stability. 

Comparative  statement  of  growth  of  institution. 

Send  for  free  booklet. 

Giving  information  to  the  public. 

Legal  depositary  for  trust  funds. 

Discounting  business  notes. 

Safe  deposit  department. 

Making  audits  for  corporations,  municipalities,  institutions  and  indi- 
viduals. 


Two  Bank  Accounts 

Many  people,  especially  those  Who 
reside  out  of  town,  find  it  conven- 
ient to  have  two  bank  accounts. 
The  opening  of  an  account  with 
the  Old  Colony  Trtist  Company 
does  not  necessarily  terminate  the 
depositor's  connection  with  other 
banking  institutions.  Interviews 
invited. 


A  Good  Point. 


Trustee  under  mortgage  securing  bonds. 
Making  loans  to  depositors. 
Banking  by  mail. 

Handling  conservative  and  meritorious  construction  enterprises. 
As  much  attention  to  small  as  to  large  accounts. 
Trust  funds  kept  separate. 
Guaranteeing  real  estate  titles. 
Handling  fraternal  and  secret  society  finances. 
Total  amount  of  interest  paid  in  history  of  company. 
Trust  company  does  not  die,  go  insane*  or  otherwise  become  incapaci- 
tated.   Other  advantages  of  corporation  over  an  individual. 
Large  reserve  in  cash  on  hand  and  in  banks. 


104  PUSHING  YOUR  BUSINESS. 

Clearing-house  arrangements. 

Detailed  report  to  banking  department. 

Inquiries  about  assets,  management  and  policy  welcome. 

Company  independent  of  control  of  any  single  interest. 

Depository  for  state,  city,  court  and  trust  funds. 

Tell  all  about  checks. 

Tell  about  physical  safety   (from  fire,  burglary,  etc.). 

Property  in  escrow. 

Let  us  be  your  bookkeeper. 

Women's  department. 

Checking  accounts  for  women  (convenience,  safety,  etc.). 

Distributing  incomes. 

Investing  trust  funds  for  widows  and  orphans. 

Interested  in  welfare  of  customers. 

Convenience  of  location  and  facilities  in  banking  quarters. 

Correspondent  banks  and  collection  facilities. 

Facts  about  industries  and  geographical  advantages  of  community. 


CHAPTER    VII. 

Safe  Deposit  Advertising. 

IN  the  whole  realm  of  banking  there  are  few  things  more  tangible 
than  the  service  the  safety  deposit  institution  or  department 
has  to  offer. 

When  a  man  rents  a  safe  deposit  box  he  sees  what  he  gets  and 
he  realizes  at  once  that  he  is  given  his  money's  worth  in  conven- 
ience, protection  and  peace  of  mind. 

Therefore,  it  ought  to  be  a  pleasant  and  easy  task  to  apply  to 
the  safe  deposit  business  the  principles  of  advertising  set  forth  in 
this  book. 

The  importance  of  advertising  is  now  quite  generally  appreciated 
by  safe  deposit  men,  but  there  is  reason  to  believe  that  many  bank- 


A  Part  of  a  Strong  Series. 

ers  neglect  opportunities  to  increase  the  business  of  their  safe 
deposit  departments. 

When  the  cost  of  a  modern  vault  is  considered,  it  would  be 
folly  not  to  advertise  and  do  personal  work  to  keep  it  profitably 
employed. 

Where  a  safe  deposit  vault  is  part  of  the  equipment  of  a  bank 
or  trust  company,  it  should  be  the  rule  that  every  regular  customer 
of  the  bank  should  be  shown  through  the  vault  and  have  its  various 


106  PUSHING  YOUR   BUSINESS. 

features  explained  to  him.  He  should  be  made  to  feel  that  the  pro- 
tection offered  is  insurance  as  necessary  as  that  against  fire  or  on 
his  life. 


You  Need  a  Safe 
Deposit  Box 

Because  your  stocks,  deeds,  will  and 
.  doourilies  will  be  beyond  the  reach 
of  fire  and  burglars.  Because  no  one 
can  jriiolest  your  private  letters.  Be- 
cause you  H  not  mislay  your  dua- 
mqnus,  jew-elrv  and  valuables.  Be- 
cause you'll  4njoy  peace  of  inind.  Be- 
Gatts&.yotf  cattnot  afford  to  tatte  great 
risks  wrren  a  safety  box  costs  you 
les*  thaw  a  cent  a  day. 

The  Painesville  National  Bank 

A  Good  Small  Ad. 

Paul  W.  Muller,  of  the  Passaic  (N.  J.)  Trust  and  Safe  Deposit 
Company/  says  that  this  method  of  advertising,  in  his  experience, 
has  proved  particularly  effective  in  the  case  of  the  apparently 
poorer  classes.  The  shabby  man  usually  has  no  safe,  and  the  very 
struggle  he  has  made  to  get  together  what  he  possesses  makes  him 
eager  to  hold  it.  His  safe  is  an  old  cigar  box  or  the  mattress  in 


SAFE    DEPOSIT   ADVERTISING. 


107 


his  bedroom.  At  the  first  alarm,  his  thought  is  for  his  papers. 
When  the  proposition  of  renting  a  safe  deposit  box  and  thus  doing 
away  with  the  constant  worry  of  guarding  them  is  presented  to 
him  for  the  first  time,  the  very  novelty  of  the  idea  becomes  a  great 
aid  in  securing  his  patronage. 

Some  of  the  talking  points  of  the  safe  deposit  business  were 
published  in  the  Safe  Deposit  Department  of  the  "Bankers  Maga- 
zine," as  follows: 


FUR  STORAGE 


Yoq  can  store  away  your  valuable  furs,  silverware, 
etc.,  and  obtain  absolute  protection  by  placing  them  in 


Fire  Proof  Vaults 


"3*1  a'cosfol  from  5tfcl<r 
$1.50  a  month. 

Do  not  leave  your  valuables  in  the  house  while  you 


Entrance  lo  Vaults 


Capital  and  Surplus,  $1,000,000.00 


A  Fire  and  Burglar-Proof 


When  you  think  of 

SUMMER 
VACATIONS 

Then  you  think  of 
FURS   and 
SILVERWARE 

It  is  cheap  insurance 
to  place  your  valua- 
bles inSAFETY.whcn 
a  satchel  can  be  stored 
for  50c,  or  a  trunk 
for  $1.50  per  month. 

For  absolule_jjrotec^ 
(Ton  you  think  of  the 

SAFETY  VAULTS 

of  the 

FIRST  NATIONAL 
BANK  OF  OMAHA 

307  S.  Thirteenth  St. 


Safety  Deposit  Box 


Is    economical    insurance  on 
Valuable  Papers,  Jewelry,  etc. 

Various  Sizes  for  Various  Needs. 

Invest  your  savings  in  a  3  per 
Cent  Certificate  of  Deposit. 


Two  Good  Talking:  Points. 


108  PUSHING  YOUR  BUSINESS. 

ARRESTING  ATTENTION. 

The  statement,  "There  can  be  no  real  peace  of  mind  without  security 
of  property,"  is  an  epigram  which  makes  one  stop  and  think.  It  strikes  a 
note  of  alarm,  and  a  moment's  reflection  satisfies  one  that  it  is  not  mis- 
leading. To  investigate  a  better  place  to  keep  the  family  jewels  than  under 
the  carpet  is  a  logical  result.  Such  striking  sentences  as  the  following 
serve  the  same  purpose: 

"It  is  better  to  be  safe  than  sorry." 

"Indifference  to  a  vital  necessity  cannot  be  excused  on  the  plea  of 
economy." 

"Money  and  valuables  in  these  vaults  are  safe  from  prying  and  thieving 
friends." 

"The  unprotected  woman  who  must  look  after  her  own  property  has 
direct  or  indirect  need  of  a  safe  deposit  company's  protection." 

"When  a  thing  is  important  and  will  be  of  direct  benefit  to  yourself, 
act  quickly  and  wisely." 

"Thieving  and  burglary  demonstrate  that  the  average  office  safe  is 
no  more  proof  against  the  scientific  thief  or  dishonest  employe  than  an 
ordinary  desk." 

And  so  on.  The  more  graphic  you  can  make  the  danger  of  non- 
protection  within  the  limits  of  truth,  the  better.  Sometimes  illustration 
helps.  The  Union  Safe  Deposit  Company  of  Pittsburgh  pictures  a  burglar 
entering  the  window  of  a  man's  bedroom  at  night  and  compelling  him,  at 
the  point  of  a  revolver  to  give  up  his  valuables.  The  public  can  no  longer 
reply  to  this  cartoon  by  citing  the  case  of  the  vault  custodian  who  was 
compelled  at  the  point  of  a  burglar's  pistol  to  disclose  the  combination 
to  the  vault.  Time  locks  have  eliminated  that  danger. 

Every  hazard  that  formerly  menaced  the  safety  of  one's  treasure  has 
been  met  by  the  makers  and  guardians  of  the  modern  safe  deposit  vault, 
and  every  one  of  the  checks  and  guards  which  overcomes  such  danger  is 
the  pride'  and  glory  of  the  safe  deposit  business.  So  far1  as  consistent  with 
necessary  secrecy,  every  one  of  them  should  be  mentioned  by  some  striking 
phrase  in  each  company's  advertisements. 

Some     companies     use     watchwords,     such     as     "Strength !     Security ! 
Secrecy!"   (this  one  being,  perhaps,  too  suggestive  of  the  patent  medicine 
ad.— "Swift's     Sure     Specific").       Or,     better,     "Experience!     Vigilance! 
Strength!"    These  set  forth  general,  salient  features. 

WHAT  TO  AVOID. 

The  features  which  should  not  be  mentioned  in  any  ad.  are  those  which 
might  give  undue  publicity  of  private  methods  of  business.  They  may  be 
disclosed  in  answer  to  questions  on  the  part  of  reliable  persons  who  have 
a  right  to  the  information  for  satisfactory  business  reasons;  but  notj  other- 
wise. Especially  unprofessional  is  it  to  disclose  in  an  advertisement  or 
write-up,  without  permission,  the  names  of  distinguished  men  who  are 
patrons  of  the  vaults;  and,  indeed,  it  may  well  be  doubted  whether  it  is  a 
wise  business  policy  to  disclose  them  even-  with  consent. 

EMPHASIZE  VAULT  STRENGTH. 

Each  vault  has  some  peculiar  advantage  worth  "playing  up"  in  the 
advertisement.  It  may  be  the  location,  or  the  good  light,  air,  and  roominess 


SAFE  DEPOSIT  ADVERTISING. 


109 


IT  CANT  BURN  UP  IFKblTVE 
<30T  ITtlN  THE  BANK 

C^rr 


DONT  KEEP 
YOURJMONEY 
IN  THE  HOUSE. 


WP  Pan  Intpfptf  m  Tini 

Wo  I flj  llllblbol  Oil  11111 

Safety  Deposit  Boxes  for  Kent. 


.9  absolute  safety  with  satisfactory  service. 
Invite  new  accounts  and  new  business  upon  our  own  mot-It*  for  strength' 
Our  p. 


•  past  policy  anil  ample 


•  guarantee  for  th-  future. 


WE  WANT   YOUR  BUSINESS 


UNITED  STATES  DEPOSITORY. 


4  PER  CENT  COM    POUND  INTEREST 

QUEENS  COUNTY  SAVINGS  BANK 


71    BROADWAY.   FLUSHING. 


UTTLE   LESSONS 
IN  FINANCE 


safe  de 

THE  SAFE 

DEPOSIT  &  TRUST  Ca 


FOURTH   AT   WOOD. 


JOHN  R.  BURGESS.  Cukl«r 
D.  E.  TERRIERE.  A«. 


Capital  and  Snrvlos,  (220,000 

63rd  Street  and  Yale  Avenue 
CHICAGO 

SAFETY  DEPOSIT  VAULTS 


crtment  and  Safety  Deposit  V.uk. 
open  every  Sa'.urday  evening.  6  till  8  oxlock. 


BOARD   OF    DIRECTORS 


JEfTERSOM  HODCKINS 


ERVIN  A.  RICE 

?,..«.«  E,*  A.  Hi..  C* 

EDGAR.  M.  NICHOLS 


UXW  O.  WAGNER 
r    A.  WELLS 

VI  .    IgM    •«<  T~«. 

'"'       R'ERE" 


JOHN  R.  BURGESS 
C.  H.  VEHMBYER 


WHERE  WE  WERE  "FUSSV 


OUR   BtTILDIIfO   IS   PLAIV — 8EVERLT   PL 


AND  INEXPENSIVE. 

OUR  VAULT!        WELL  IT  WI  LIi  DO  YOU   GOOD  TO  SEE   IT 

IARGE.  ROOMY.  SUBSTANTIAL— THE  SAFE!  OPTHE  FTOMT  TO 
BE  HAD— BUT  THEN  WE  ARE  LOOKING  TO  THE  FUTURK  AND 
DO  NOT  EXPECT  TO  REQUIRE  ANY  IMPROVEMENT  OR  ENLARGE- 

FOR    YEARS   TO   COME— SAFETY      DEPOSIT      BOXES      AND 

-NO  WITH  VAULT  AND  SAFE. 


Pita  B«4cr,.ru. 


and  Poor  Safe  Deposits  Ads, 


110 


PUSHING  YOUR   BUSINESS. 


of  the  interior,  or  a  long  record  of  success,  or  some  recent  improvement 
in  construction,  or,  best  of  all,  the  courtesy,  technical  knowledge,  accuracy, 
promptness,  watchfulness  and  judicious  care  on  the  part  of  the  custodians. 
If  the  safes  for  the  storage  of  silver  are  velvet-lined,  that  is  worth  men- 
tioning. The  private  reception  room  and  coupon  rocms  for  ladies,  or  the 
extreme  precaution  taken  to  identify  safe-holders  and  their  deputies  are 
as  advantageous  and  well  worth  mentioning  as  the  fact  that  the  proximity 
of  the  United  States  Sub-Treasury  gives  the  vault  "exceptional  protection 
in  the  event  of  riot  or  other  mob  violence,  through  the  immediate  presence 


Safe  Deposit  Boxes 
on  the  first  floor 


Only  a  Jew  steps  from  the  entrance* 
Very  accasiblt  and  a  «»/e  place  fot 
valuakltt.  important  papcn  and  jewelry 

Boxes  as  low  as  $5  A  year 


Commonwealth  Trust  Company 


Convenient  Location. 

of  national  troops,"  or  that  a  steam  pipe,  set  directly  above  the  outer 
door  to  the  vault,  "is  ready  at  any  moment  to  discharge  from  its  open 
mouth  an  unlimited  torrent  of  steam." 


EMPHASIZING  VAULT'S  SPECIAL  FEATURES. 

If  one  vault  has  not  all  the  advantageous  features  of  some  other  vault, 
it  has  some  features  worth  mentioning,  which  in  their  way  may  be  just  as 
good  or  possibly  better.  The  ingenuity  of  the  author  of  ads.  can  be  brought 
into  play  in  innumerable  ways  to  present  each  important  "angle"  of  the 
business  by  some  bristling,  pointed  paragraph. 

Now  that  the  advantages  of  safe  deposit  are  generally  known  and 
recognized,  and  putting  valuables  in  vaults  is  as  common,  in  this  country 
at  least,  as  subscribing  to  the  newspapers,  the  "long  winded"  historical 
and  descriptive  booklet  is  no  longer  Accessary.  After  the  busy  man  or 
woman  has  been  aroused  to  the  need  of  protection,  he  or  she  wants  to 
know  the  important  details  of  the  vault's  construction  and  management. 
"Personal  inspection  invited'  is  then  in  order. 

The  live  company  renews  its  advertising  matter  every  two  or  three 
years  or  oftener.  It  is  seldom,  if  ever,  that  a  safe  deposit  company 
becoines  so  settled  and  prosperous  that  no  advertising  is  necessary.  Thjs 


SAFE   DEPOSIT   ADVERTISING.  Ill 


9 

AN  OPEN  LETTER 

To  the  Public:- 

In  view  of  the  fact  that  many  people  know  very  little  about  Safety 
and  Convenience  of  Safe  Deposit  Boxes,  we  are  prompted  in  using 
this  method  of  acquainting  the  Public  in  general,  with  the  many  ad- 
Aantages  connected  with  them. 

In  the  first  place,  the  Vault  in  which  these  Boxes  are  kept,  is  ab- 
solutely Fire-proof  and  the  Boxes  now  in  use  are  new  and  modern  in 
every  respect,  and  among  the  finest  to  be  found  in  the  State. 

These  Boxes  are  located  in  a  large  Customers  Vault,  entirely  sep- 
arate from  the  main  Bank  Vault,  and  built  especially  for  these 
Boxes. 

The  Boxes  are  large  enough  to  contain  many  Valuable  Papers 
such  a&  Old  Receipts,  Insurance  Policies,  Deeds,  Notes,  Etc.,  together 
with  other  Valuables,  that  you  may  wish  to  put  away. 

When  renting  one  of  these  Boxes  you  are  given  a  key,  and  have 
access  to  the  Vault  at  all  times  during  Banking  hours.  No  one  has 
access  to  your  Box  except  yourself  or  a  duly  authorized  person  by 
yourself. 

The  rental  of  these  Boxes  is  but  One  Dollar  a  year.  Can  you 
afford  to  be  without  one,  when  for  a  Single  Dollar  you  may  rest  assured 
that  your  Valuables  and  Valuable  Papers  are  absolutely  Safe,  Conven- 
ient, and  Strictly  Private. 

We  invite  you  to  call  at  this  Bank  and  see  what  convenient  safe 
arrangements  we  have  made  to  accommodate  you,  and  to  protect  your 
Valuables  against  loss  from  fire  and  other  causes, 

Yours  respectfully, 

Lake  County  Bank* 


A  Full  Explanation, 


112  PUSHING  YOUR  BUSINESS. 

happy  condition  is  more  than  likely  to  result  in  an  enlargement  of  the 
vaults.  Seldom  does  any  business  become  so  self -progressive  that  its 
merits  can  be  made  known  solely  by  the  good  report  of  its  customers. 

If  advertising  is  dispensed  with,  there  is  always  the  danger  that  rivals 
will  forge  ahead.  It  would  be  a  paradox  indeed  if  a  company  were  to 
fancy  it  could  afford  to  spread  abroad  the  epigram,  "We  never  advertise"! 
It  would  be  an  evidence  only  of  self-sufficiency,  disclosing  the  danger  of 
settling  back  and  retrograding. 

A  SAFE  DEPOSIT  BOOKLET. 

The  author  has  written  a  safe  deposit  booklet  which  has  been 
used  by  quite  a  number  of  institutions  to  advertise  their  business. 
The  copy  of  the  booklet,  as  used  by  the  Plainfield  (N.  J.)  Trust 
Company,  is  as  follows: 

PROTECTING  YOUR  VALUABLES. 

It  is  impossible  for  the  average  private  individual  to  have  a  safe  of 
his  own  as  secure  and  convenient  as  the  Safe  Deposit  Vault  of  The  Plain- 
field  Trust  Company,  for  the  simple  reason  that  this  vault  cost  more  than 
the  average  individual  could  possibly  afford  to  spend  for  protection. 

But  the  co-operation  of  a  large  number  of  individuals  makes  possible 
this  place  of  perfect  security  and  renders  personal  care  and  anxiety  in 
watching  and  guarding  valuables  unnecessary. 

This  booklet  is  written  in  order  to  explain  the  safety,  convenience  and 
economy  of  using  a  private  safe  in  our  massive  Safe  Deposit  Vault. 

In  the  first  place,  we  want  to  describe  the  vault.  Then  we  want  to 
impress  upon  you  personally  the  importance  of  taking  advantage  of  the 
protection  it  affords. 

SAFE  DEPOSIT  VAULT. 

Our  Safe  Deposit  Vault,  the  interior  dimensions  of  which  are  8x14 
feet,  is  constructed  of  special  open  hearth  armored  steel  of  the  best  quality, 
which  is  capable  of  standing  a  tensile  strain  of  80,000  pounds  to  the 
square  inch.  It  is  protected  by  two  massive  doors,  operated  by  triple 
movement  time  locks.  The  vault  is  equipped  with  small  individual  safes, 
all  of  which  are  34  inches  in  depth  and  vary  in  height  and  width  from  2x5% 
inches  to  20x30  inches.  The  locks  on  the  doors  of  these  safes  open  only 
when  the  keys  of  the  box  renter  are  used  in  conjunction  with  the  master 
key,  which  is  held  by  us.  They  may  be  rented  at  $5.00  a  year  and  up- 
wards, according  to  size.  Seven  light  and  well  ventilated  coupon  rooms 
are  at  the  disposal  of  those  who  wish  to  examine  private  papers  or  cut 
the  coupons  from  their  securities. 

STORAGE  VAULT. 

The  unusual  demands  made  upon  the  storage  vault  which  was  installed 
at  the  time  our  new  building  was  erected  in  1905  made  it  necessary  in  the 
spring  of  1910  to  erect  a  new  steel-lined  vault  considerably  larger  than  the 


SAFE   DEPOSIT  ADVERTISING. 


113 


You  Are  Apt  to  Say, 
I  Wish  I  H 

secured  protection  for  my  valuables, 
should  .you  fail  to  do  So.  Our 
Vaults  are  FIRE  and  BURGLAR 
PROOF,  conveniently  located  on 
ground  floor,  and  OPEN  8  A.M. 
to  6  P.M.  Inspection  invited. 

Private   Safes,   $3.00   Per  Year. 

2\y2  inches  long,  4-)4  wide,  2&  deep, 

PIONEER  VAULTS 

fop  VALUABLES 

37T05IFLATBUSHAVE. 

PHONE  6900  MAIN 


HE 

WAS 

FOOLED. 


A 

BOX 
IN  ' 
OUR 

8UROLAR 

PROOF 

VAULT 

AND 

BE 

SAFE. 


BLOWS  UP  Fill  m 
m  SMS  110,090 

FARMER    DISTRUSTED   BANKS 

Special  to  t'.ie  New  York  Times. 
Burllrorton,  *r.  J..  Kov.,5.— A  masked 
an   without  the  aid  *>f  a  single  ac- 
complice «tol«  Tx-tween  J8.000  and  $10,- 
000   In  ca*h  an*  bonds- Otis  afternoon 
om  the  horns  of  Schuyler  Ranter,  72 
ars    eld.    a    wealthy ,.  Xarmer.  .  Ui/las. 
ap  Florenc«. 

"I've  got  A  safe  strong-  enonph  to 
keep  off  any  po?>bers,"  was  his  declara- 
tion when  relatives  advised  him  to  put 
his  money  and  bonds  in  a  bank  vault. 

On*  Dollar  ODORS  •  Deposit   Account. 


BOXES 

FROM 

J3TO*30 

PER 
YEAR 
Aceordma 
To  Size. 


«SPECTION 

IS 
INVITED. 


Vaults  Open 
from8a.m,*» 

4p.m. 


Scaring  People. 


114  PUSHING  YOUR  BUSINESS. 

old  one.  This  vault  is  fitted  with  trunk  racks  and  partitions  which  make 
it  possible  to  keep  the  trunks  and  packages  held  in  storage  in  perfect 
order  so  that  access  may  be  had  to  them  at  a  moment's  notice.  For  the 
further  convenience  of  our  patrons,  there  has  been  provided  a  well-lighted 
reception  room,  where  trunks  or  bags  may  be  repacked  and  substitutions 
made  when  desired.  Our  storage  rates  are  50  cents  a  month  and  upwards, 
the  charge  being  based  on  size  and  valuation.  Many  of  our  customers 
keep  the  silver  which  is  not  in  daily  use  in  our  vaults  from  year  to  year, 
withdrawing  portions  of  it  when  luncheons  or  dinners  make  an  extra 
supply  necessary  and  returning  it'  to  us  when  no  longer  needed. 

HOW  THIS  AFFECTS  YOU. 

There  are  a  great  many  things  that  could  happen  to  your  valuables 
left  at  home  or  in  your  office  that  could  not  possibly  happen  to  them  when 
stored  away  in  this  bank's  impregnable,  Gibraltar-like  Safe  Deposit  Vault. 

Why  take  chances?  Why  not  eliminate  even  the  possibility  of  loss  by 
renting1  a  box  in  our  fire  and  burglar-proof  vault? 

Every  year  fire,  burglary,  theft,  carelessness,  cause  the  loss  of  many 
thousands  of  dollars  in  actual  cash  kept  at  home*  or  on  the  person. 

Besides  the  sense  of  security  which  is  yours  when  your  valuables  are 
safely  locked  up  in  one  of  our  safe  deposit  boxes,  you  will  find  it  a  great 
convenience  to  have  your  securities,  bank  books,  papers,  etc.,  right  here 
in  the  business  section. 

CONVENIENCE  AS  WELL  AS  SAFETY. 

In  this  way  you  avoid  the  necessity  of  carrying  valuable  papers  to 
and  from  your  residence  and  thus  do  away  with  the  possibility  of  loss  by 
carelessness  or  theft. 

The  Safe  Deposit  Vault  is  not  solely  for  the  benefit  of  persons  of 
wealth.  You  do  not  have  to  be  rich  to  use  a  private  safe  to  advantage. 
Persons  who  do  not  possess  a  great  many  valuable  papers  may  nevertheless 
appreciate  the  wisdom  of  protecting  those  they  have,  when  they  can  do  so 
absolutely  for  as  small  an  outlay  as  $5.00  a  year. 

Among  the  valuable  papers  and  articles  that  we  can  store  away  safely 
for  you  are: — 

Leases,  deeds,  abstracts,  mortgages,  contracts,  partnership  agreements, 
pension  papers,  naturalization  papers,  bonds,  stock  certificates,  bank  books, 
insurance  policies,  receipts,  blue-prints,  plans,  precious  stones,  laces,  heir- 
looms, rare  books,  plate,  and  many  other  such  things. 

Have  you  anything  of  this  kind  that  is  exposed  to  loss  or  destruction? 
If  so  you  ought  to  store  them  in  our  vault. 

BUSINESS  IS  CONFIDENTIAL. 

There  is  just  one  more  point  we  want  to  emphasize  and  that  is  that 
in  transaction  of  business  with  our  Safe  Deposit  Department  you  are 
assured  of  perfect  privacy.  It  takes  two  keys  to  open,  a  box  in  our  Safe 
Deposit  Vault.  One  is  the  master  key,  which  we  retain.  It  only  half  un- 
locks the  boxes.  The  other  is  held  by  the  renter  of  the  box  and  cannot 
operate  the  lock  until  our  key  has  been  used, 


SAFE    DEPOSIT   ADVERTISING. 


115 


FIREPROOF  BUILDING. 

In  addition  to  the  security  afforded  by  our  vaults,  as  explained  in 
the  preceding  pages,  your  valuables  would  be  further  protected  by  the 
modern  building  of  fireproof  construction,  which  is  used  exclusively  for 
our  banking  purposes. 

You  will  be  interested  in  seeing  what  massive  construction  and  great 
ingenuity  have  done  to  create  an  absolutely  safe  depository  for  valuables. 
Come  in  to  see  the  vault.  We  will  be  glad  to  show  you  the  details  of  its 
operation  whether  you  have  any  immediate  use  for  a  box  or  not. 

THE  PLAINFIELD  TRUST  COMPANY 
PLAINFIELD,  NEW  JERSEY. 


The  /Etna  National  Bank  of  Hartford 

SAFE  DEPOSIT  DEPARTMENT 


A  Special  Plan. 


Following  are  a  dozen  safe   deposit  advertisements   written  by 
the  author  for  a  number  of  different  banks ; 


LOSS  OUT  OF  THE  QUESTION. 

Loss  is  out  of  the  question  when 
your  valuables  are  in  a  safe  deposit 
box  in  this  bank's  strong  vault. 

We  rent  private  safes  as  low  as 
$ a  year. 

This  means  that  you  can  have  ab- 
solute safety  for  your  important 
papers  and  other  valuables  for  less 
than  a  cent  a  day. 

WITH     A     SAFE     DEPOSIT     BOX 

you   need   never   worry   about   the  se- 
curity of  your  valuables. 

When  such  security  as  our  wonder- 
ful vault  affords  can  be  had  so  cheap- 
ly, is  it  not  the  height  of  folly  to 
take  chances  and  carry  your  own 
risk? 

The  Blank  National  Bank. 


ABSOLUTE  SAFETY  FOB  f . 

It  is  the  sheerest  folly  to  allow 
bonds,  stock  certificates,  mortgages, 
deeds,  cash,  jewels  or  other  valuables 
to  remain  a  moment  unprotected 
from  loss  by  fire,  thieves  or  careless- 
ness when  for  an  extremely  small  ex- 
penditure you  can  insure  their  safety 
absolutely. 

You  can  rent  a  safe  deposit  box 
in  our  impregnable,  fire,  burglar, 
mob-proof  vault  for  as  little  as  $ — 
a  year. 

With  your  valuables 


IN  A  SAFE  DEPOSIT  BOX 

you  can  have  peace  of  mind  about 
their  safety. 

When  for  such  an  amount — an  in- 
finitesimal fraction  of  the  value  of 
the  property  protected — you  can  have 
perfect  protection,  why  do  you  run 
any  risks? 

Whether  you  feel  the  immediate 
need  of  a  safe  deposit  box  or  not, 
come  in  any  way,  as  we  will  be 
pleased  to  show  you  the  vault  and 
explain  the  features  of  Its  great 
strength. 

The  Blank  National  Bank. 


SAFETY,   CONVENIENCE,   ECON- 
OMY. 

These  are  the  strong  points  of  ad- 
vamtage  to  be  derived  from  the  use 
of  a  private  safe  in  our  massive  safe 
deposit  vault. 

This  vault  is  made  of  several  layers 
of  the  hardest  kind  of  steel.  It  is 
put  together  by  a  process  which 
makes  it  impervious  to  any  attack 
that  could  be  made  upon  it.  The 
locks  are  perfect.  One  great  ad- 
vantage 

OF  THE  SAFE  DEPOSIT  VAULT 

is  that  in  keeping  your  valuable 
papers  right  here  in  the  heart  of  the 
city  you  obviate  the  trouble  and  risk 
of  carrying  them  back  and  forth  or 
caring  for  them  in  your  home  or 
office. 

Safe  deposit  box  rental  prices  are 
from  $ a  year  up. 

The  Blank  National  Bank. 


A    COMMUNITY    STRONG    BOX. 

The  safe  deposit  vault  has  been 
aptly  called  "the  community  strong 
box." 

Vastly  better  protection  to  valua- 
bles is  afforded  by  the  massive  safe 
deposit  vault  of  the  Blank  National 
Bank  than  practically  any  private  in- 
dividual could  afford  to  have  exclu- 
sively for  his  own  use. 

With  a  large  number  of  individuals 
co-operating 

THE    SAFE   DEPOSIT   VAULT 

of  this  bank  is  made  possible — a 
place  of  perfect  security  at  moderate 
cost. 

We  have  a  thoroughly  burglar  and 
fireproof  vault  where  safe  deposit 
boxes  or  private  safes  can  be  rented 
at  as  low  a  rate  as  $ a  year. 

Surely  this  is  a  small  price  to  pay 
for  peace  of  mind  anil  actual  pro- 
tection of  your  important  papers  and 
other  valuables. 

The  Blank  National  Bank. 


THE    CONVENIENCE 

of  having'  your  securities,  mortgages, 
bank-books,  insurance  policies  and 
other  valuable  papers  right  here  in 
the  business  heart  of  the  city  is  one 
of  the  greatest  advantages  of  using 
our  safe  deposit  vault.  You  avoid 
.the  necessity  of  carrying  important 
papers  to  and  from  your  residence 
and  do  away  with  the  possibility  of 
loss  by  carelessness,  flre  or  theft.  An- 
other great  benefit  of  the  use 

OF  SAFE  DEPOSIT 

vaults  is  that  when  your  valuables 
are  thus  safely  locked  up  you  have  a 
sense  of  security,  a  peace  of  mind. 
This  is  worth  a  great  deal  to  you — 

certainly  as  much  as  $ a  year, 

which  is  all  that  it  costs  you  to  rent 
one  of  the  private  safes  and  provide 
for  the  perfect  protection  of  your 
valuables. 

The  Blank  National  Bank. 


KEEP  YOUR  INSURANCE  POLICIES 

where  they  will  be  secure.  A  prom- 
inent insurance  man  says  that  in- 
surance companies  have  considerable 
trouble  through  carelessness  of 
policy-holders  in  keeping  their  pol- 
icies in  insecure  places,  where  they 
are  liable  to  be  destroyed  by  fire,  lost 
or  misplaced. 

If  you  do  lose  a  policy,  it  will  cost 
you  considerable  trouble  and  ex- 
pense to  get  a  duplicate. 


IN    A    SAFE    DEPOSIT    VAULT 

like  ours  your  policy  will  be  pre- 
served intact  and  you  will  never  have 
to  go  to  the  expense  of  advertising 
a  lost  policy  or  executing  a  bond  in 
double  the  amount  of  the  face  of  the 
policy  before  getting  a  duplicate 
issued. 

This  is  only  one  of  the  many  ad- 
vantages of  having  a  safe  deposit 
box.  Whatever  you  use  it  for,  you 
are  assured  of  perfect  privacy  as  a 
renter  of  one  of  them.  Annual 
rental,  $ 

The  Blank  National  Bank. 


LESS  THAN  A  CENT  A  DAY. 

Can  you  afford  to  take  chances  on 
the  safety  of  your  valuable  papers 
when  you  can  have  absolute  safety 
for  them  in  our  safe  deposit  vault 
for  omly  $ a  year? 

What  might  the  loss  of  one  of  those 
papers  mean  to  you  and  how  little  it 
costs  to  prevent  the  possibility  of 
loss! 

Besides  the  actual  protection  of 
your  valuables,  there  is  another  strong 
argument 


FOR  A    SAFE  DEPOSIT    BOX 

and  it  is  the  freedom  from  worry,  the 
peace  of  mind  which  will  be  .yours 
when  you  know  that  no  harm  can 
come  to  your  valuables  stored  away 
in  our  great  flre  and  burglar-proof 
vault. 

Among  the  articles  we  can  guard 
for  you  are: — Leases,  deeds,  ab- 
stracts, mortgages,  contracts,  part- 
nership agreements,  pension  papers, 
naturalization  papers,  bonds,  stock 
certificates,  bank  books,  insurance 
policies,  receipts,  blue-prints,  plans, 
precious  stones,  laces,  heirlooms,  rare 
books,  plate,  and  many  other  such 
things. 

The  Blank  National   Bank. 


THE  STANDING  INVITATION. 

Better  be  safe  than  sorry.  An  or- 
dinary safe  at  your  home  or  in  your 
office  is  a  standing  invitation  to  the 
house  breaker. 

A  safe  deposit  box  in  the  vault  of 
the  Blank  National  Bank  is  the  best 
place  for  you  to  keep  securely  valu- 
able papers,  jewels  and  other  things 
of  that  nature. 

The  annual  rental  of  a  box  is  only 
$ ,  so  that  in  regard 

TO    THIEVES    AND   BURGLARS 

there  is  no  doubt  at  all  that  a  safe 
deposit  box  is  the  cheapest  insurance 
in  the  world. 

Our  vault  is  one  of  the  largest  and 
strongest  i'n  this  part  of  the  State. 
It  is  of  the  most  modern  type  and 
construction.  Built  of  the  hardest 
and  thickest  steel,  it  is  drill-proof, 
air  and  water  tight,  fire  and  burglar 
proof  and  is  guarded  day  and  night. 

The  Blank  National  Bank. 


FIRE,  BURGLARY,   THEFT,   CARE- 
LESSNESS. 

Every  year  these  four  things  cause 
the  loss  of  many  thousands  of  dollars 
in  actual  cash  kept  at  home  or  on 
the  person. 

You  will  escape  even  the  possibility 
of  losing  your  money  if  you  deposit 

with  the  $ Blank  Trust  Company, 

which  besides  a  Gibraltar-like  vault 
and  every  known  mechanical  safe- 
guard, has  the  great  strength  that 
comes  from  the  strictest  legal  super- 
vision, large  resources,  and  the  com- 
bined integrity,  ability  and  experience 
of  officers  and  directors  who  are  in 
the  front  rank  of  successful  business 
men. 

Moreover,  the  Post  Office  makes  it 
perfectly  safe  and  very  convenient  to 
bank  by  mail  with  this  big  institu- 
tion. 

We  would  like  to  explain  this 
money  and  time  saving  plan  to  you. 
Ask  us  about  it  to-day. 

The  Blank  Trust  Co. 


PROTECT  YOUR  PROPERTY. 

It  is  impossible  for  a  private  in- 
dividual to  have  a  safe  deposit  vault 
as  secure  and  complete  as  that  of  the 
Blank  National  Bank,  for  the  simple 
reason  that  that  vault  cost  more  than 
the  average  individual's  entire  prop- 
erty is  worth. 

But.  a  large  number  of  individuals 
co-operating  makes  possible  this 
place  of  perfect  security  and  renders 
the  care  and  anxiety  of  watching 
and  guarding  valuables  unnecessary. 

Don't  keep  money  or  valuables 
around  your  house,  office,  or  on  your 
person.  It's  dangerous.  Deposit 
your  money  in  a  strong  Institution 
like  this,  to  earn  from  —  to  — ,  and 
rent  a  box  in  our  Gibraltar-like 
vault  for  the  safe  keeping  of  your 
valuables.  Rental  from  —  to  —  a 
year. 

Blank  National  Bank. 


TWO    KEYS    FOR    EACH    BOX. 

It  takes  two  keys  to  open  a  box 
in  our  safe  deposit  vault.  One  is  the 
master  key,  which  we  retain.  It 
only  half  unlocks  the  boxes.  The 
other  is  held  by  the  renter  of  the 
box,  and  cannot  operate  the  lock  un- 
til our  key  has  been  used. 

This  is  only  one  feature  of  the 
many  details  of  safety  which  make 
our  vault  one  of  the  most  secure 
places  in  this  part  of  the  state. 

You  will  be  interested  in  seeing 
what  massive  construction  and  great 
ingenuity  have  done  to  create  an  ab- 
stolutely  safe  place  for  valuables. 
Visit  our  vault.  We  will  be  glad  to 
show  you  the  details  whether  you 
have  any  immediate  use  for  a  box 
or  not.  Come  anyway  and  see  what 
a  lot  of  security  you  can  get  for 
$ a  year. 

Blank    National   Bank. 


YOUR   PEACE    OF    MIND. 

The  actual  protection  of  your  val- 
uables— the  guarding  of  them  from 
loss  or  destruction — is  not  the  only 
benefit  you  enjoy  when  you  use  a  safe 
deposit  box  In  our  Gibraltar-iiJke 
vaults. 

It  means  something  to  you  to  be 
entirely  free  from  anxiety  about  the 
safety  of  your  property.  It  is  worth 
a  good  deal  to  be  able  to  dismiss 
from  your  mind  ALL  worry  about 
the  security  of  your  important 
papers  and  other  precious  things. 

Then  why  not  insure  both  the 
safety  of  your  belongings  and  your 
own  peace  of  mind  by  renting  aHSbx 
in  our  safe  deposit  and  storage 
vaults — ane  of  the  strongest  in  this 
part  of  the  state? 

Rental  price  is  from  $ —  to  $ —  a 
year,  according  to  the  size  of  the 
box.  Come  in  and  let  us  show  you 
the  vaults.  It  is  an  interesting  sight 
and  you  will  be  welcome,  whether 
you  rent  a  box  or  not. 

Blank  National  Bank. 


CHAPTER   VIII. 

Investment  Advertising. 

r  I  ^O  be  most  successful,  investment  advertising  requires: 
A  Expert  acquaintance  with   all  the   facts   relating  to  the 

investments  offered; 

Thorough  knowledge  of  human  nature;  and 

Consummate  literary  skill — the  power  of  expression  and  the 
ability  to  handle  words  as  tools. 

The  character  of  the  investment,  and  the  strength,  organization 
and  prestige  of  the  house  offering  it  are  important.  But,  these 
things  being  equal,  the  house  that  does  the  best  advertising  will  do 
the  most  business. 

This  has  been  proved  so  conclusively  by  actual  results  that  it 
may  be  accepted  as  an  established  fact. 

It  is  equally  axiomatic  that  the  old-fashioned  card  announcement 
style  of  advertising  will  not  bring  results,  especially  in  competition 
with  modern  advertising  methods  which  are  gradually  being  intro- 
duced by  investment  advertisers. 

Writing  investment  copy  is  particularly  hard  because  the  exig- 
encies of  the  case  require  that  the  advertiser  ask  the  reader  to  turn 
over  to  him  a  portion  of  his  hard-earned,  or,  at  least,  much  cher- 
ished, money,  possibly  without  giving  anything  immediately  tangi- 
ble in  return. 

The  obvious  course  for  the  investment  advertiser,  then,  is  to 
work  to  inspire  two  things  in  the  mind  of  the  prospective  investor, 
viz.,  a  strong  belief  that  it  will  be  to  his  advantage  to  make  the 
proposed  investment,  and  the  utmost  confidence  in  the  one  offering 
the  investment. 

The  first  step  is  to  make  it  very  clear  to  the  man  with  money 
to  invest  that  when  he  invests  wisely  he  does  not  part  with  his 
money,  but  merely  puts  it  where  it  will  work  and  earn  for  its  owner. 

APPEAL   TO   SELF-INTEREST. 

Arguments  appealing  to  the  self-interest  of  the  prospective  in- 
vestor are: 

Large  and  sure  profits  being  made  by  others  in  similar  investments. 
Preparing  for  old  age  and  financial  independence. 


100  PUSHING  YOUR  BUSINESS. 

Regular  income  without  work. 

Freedom  from  worry  about  the  present  and  anxiety  about  the  future. 

Actual  figures  of  earnings  from  the  investment  in  a  certain  period. 

Confidence-inspiring  arguments  include: 

Statement  of  the  financial  strength,  the  age,  experience  and  high 
standing  of  the  house  offering  the  investment. 

References  and  testimonial  letters  from  prominent  business  men  and 
satisfied  customers  and  clients  of  the  house. 

Statistics,  official  figures  and  affidavits  concerning  the  earning  capacity 
of  the  investment. 

It  is  sometimes  a  logical  thing  for  the  individual  investment 
advertiser  to  use  his  portrait  in  his  advertising,  as  people  like  to 
know  what  manner  of  man  is  asking  them  to  trust  him. 

No  matter  whether  or  not  you  approve  of  the  methods  of 
Thomas  W.  Lawson  of  Boston,  there  can  be  no  doubt  that  he  is  a 
shrewd  advertiser.  Through  personal  advertising  Mr.  Lawson  be- 
came in  a  few  months  as  well  known  as  any  man  in  public  life  in 
America. 

Mr.  Lawson  is  the  epitome  of  personality  in  advertising.  He 
says: 

"My  most  effective  force,  my  most  powerful  weapon  is  publicity.  It  is 
the  irresistible  instrument  by  the  use  of  which  I  am  enabled  to  strike,  and 
by  means  of  which  it  is  possible  for  me  to  arouse  people  to  action." 

A  study  of  logic,  psychology,  legal  rules  of  evidence  and  the 
principles  of  argumentation  and  debate  is  not  a  bad  idea  for  the 
investment  advertiser  who  wants  to  get  right  down  to  fundamentals 
and  appeal  for  business  scientifically.  But,  of  course,  advertising 
arguments  must  be  clothed  in  an  interesting  dress,  free  from  the 
heaviness  and  dryness  of  legal  or  scientific  phraseology. 

Make  use  of  the  truths  of  pure  reason  and  exact  science  as  far 
as  possible,  but  keep  as  far  away  from  that  kind  of  terminology  as 
possible.  For  example,  while  it  is  all  right  to  arrange  an  advertise- 
ment or  a  circular  in  logical  order  and  make  the  copy  lead  inevitably 
to  the  conclusion  you  desire  to  be  drawn,  it  would  be  folly  to  make 
a  regular  syllogism,  with  Major  and  Minor  Premise  and  Conclusion. 

It  is  too  bad  that  while  bucket-shops  and  illegitimate  invest- 
ment concerns  are  free  to  advertise  as  much  and  as  strongly  as 
they  please,  restricted  only  by  the  publishers  who  censor  their  copy 
to  some  extent,  the  legitimate  broker  on  any  of  the  large  stock 
exchanges  has  his  hands  tied  when  it  comes  to  promoting  legitimate 
trading  through  up-to-date  advertising  methods. 


INVESTMENT  ADVERTISING. 
STOCK   BROKERS'   PUBLICITY. 


121 


The  New  York  Stock  Exchange  formerly  did  not  encourage  its 
members  to  advertise  in  any  way  except  by  means  of  a  formal  busi- 
ness card. 

Educational  advertising  was  frowned  upon,  whereas  there  is  no 
doubt  but  that  if  people  at  large  could  be  taught  more  about  the 


The  Three  Essentials 
of  Good  Bonds 


First;  SAFETY 

We  investigate  minutely  and  buy  out- 
right the  bonds  we  offer.  We  can, 
therefore,  honestly  recommend  them  to 
you. 

Second :  GOOD  YIELD 

To  meet  modern  demands,  invest- 
ments must  yield  as  high  a  rate  as  is 
compatible  with  absolute  safety.  Our 
issues  net  4  %  to  5%%. 

Third ;  MARKETABILITY 

We  believe  that  our  bonds  are  as 
marketable  as  the  average  listed  issue. 
Under  normal  conditions  we  have  al- 
ways been  able  to  furnish  our  clients  a 
satisfactory  market  for  our  securities. 

Send  for  Circular  117A 
Interest  allowed  on  deposits 

P.  W.  BROOKS  &  CO. 

BANKERS 


New  York 
115  Broadway 


Augusta 
Maine 


Boston 
70  State  Street 


Three  Necessary  Features 


true  workings  of  the  exchanges  there  would  be  less  of  a  field  for 
the  operations  of  illegitimate  investment  advertisers. 

It  seems  to  be  a  case  of  the  get-rich-quick  schemers  having 
"stolen  the  livery  of  Heaven  to  serve  the  devil  in,"  because  if  any- 
one is  entitled  to  use  the  strongest  and  most  scientific  advertising 


122  PUSHING  YOUR  BUSINESS. 

arguments  it  certainly  is  the  man  who  has  a  conservative,  high-class 
investment  security  to  sell. 

That  a  new  day  is  at  hand  in  this  field  of  advertising  is  proved 
by  the  following  extracts  from  the  author's  "Banking  Publicity" 
Department  of  "The  Bankers  Magazine": 

A   NEW   IDEA   IN    BOND   ADVERTISING. 

Considerable  interest  is  being  manifested  in  the  present-day  publicity 
of  some  of  the  bond  houses.  One  has  only  to  contrast  the  bond  advertising 
situation  of  to-day  with  that  of  a  few  years  ago  to  recognize  the  step  for- 
ward that  has  been  taken,  particularly  in  the  line  of  advertising  by  some 
of  the  leading  bond  houses  in  the  high-class  general  magazines. 

This  did  not  attract  particular  attention  at  first,  as  it  was  thought  to 
be  merely  an  experiment  on  the  part  of  one  or  two  of  the  more  progres- 
sive houses.  But  it  is  now  evident  that  "a  new  idea"  has  been  injected 
into  bond  advertising  and  one  which,  in  fact,  promises  to  be  one  of  the 
most  important  developments  in  the  history  of  financial  advertising. 

While  for  years  some  houses  have  published  an  occasional  advertise- 
ment in  one  of  the  popular  magazines,  this  "new  idea"  now  appears  to 
have  been  adopted  by  a  number  of  banks,  trust  companies  and  bond  dealers. 

One  of  the  first  to  enter  the  magazine  pages  in  a  definite  way,  and  as  a 
pioneer  in  the  new  style  of  vigorous,  informative  advertisements,  was  the 
firm  of  Messrs.  N.  W.  Halsey  &  Co.  This  house  has  many  times  given 
evidence  that  it  was  progressive  as  well  as  conservative.  The  firm  is  a 
careful  student  of  modern  publicity.  When  it  began  to  place  its  advertis- 
ing in  the  high-class  magazines  it  evidently  did  so  in  pursuance  of  a  well- 
defined  plan.  That  its  "idea"  was  well  conceived  and  carefully  executed 
is  indicated  by  an  examination  of  the  financial  advertising  pages  of  the 
"World's  Work,"  wherein  will  be  found  announcements  of  several  bond 
houses  which  have  been  awakened  to  the  possibilities  of  the  general  maga- 
zine field.  One  of  the  most  interesting  features  revealed  by  this  examina- 
tion is  the  evidence  that  each  house  has  a  plan  of  its  own.  But  practically 
all  adhere  to  one  feature  which  is  undoubtedly  the  keynote  of  successful 
bond  advertising  in  the  magazines  to-day,  i.  e.,  educational  copy.  It  is 
certainly  refreshing  to  see  bond  houses  get  away  from  the  "ethical  card" 
and  inject  a  combination  of  "news-educational  and  human-interest-value" 
into  their  copy.  Each  house  gets  at  this  result  in  a  different  way.  Two 
or  three  seem  to  have  a  more  definite  plan  than  the  others.  But  they  are 
all  turning  out  copy  which  gives  evidence  of  careful  preparation.  Right 
there  is  the  vital  point.  If  the  bond  houses  are  actually  giving  the  sub- 
ject of  advertising  the  same  expert  attention  that  they  give  other  depart- 
ments of  their  business,  then  a  new  era  in  financial  advertising  has  started 
indeed.  Standing  for  all  that  is  conservative  and  sane  in  the  disposition 
of  surplus  funds,  they  have  it  in  their  power,  through  the  instrumentality 
of  advertising  that  interests  and  educates  the  average  man,  to  wield  a  tre- 
mendous influence  for  good  in  the  homes  of  the  country. 

The  advertisements  of  these  houses  are  attractive,  easily  read,  and 
thoroughly  dignified.  They  prove  interesting  as  well  as  instructive  to  the 
experienced  investor,  no  less  than  to  those  who  are  inexperienced  in  this 


INVESTMENT  ADVERTISING. 


123 


line.  While  adhering  to  uniform  typography,  each  is  different  in  appear- 
ance and  text.  The  dominant  purpose  is  to  inform  the  reader  as  to  the 
merits  of  the  different  classes  of  securities  in  which  the  firm  deals  and  the 
character  of  the  service  rendered  to  clients.  Yet,  underlying  all,  is  an 
intangible  something  which  inspires  confidence,  reflecting,  as  it  were,  the 
very  character,  or  composite  personality,  of  the  house  itself. 

Bond  advertising  on  these  lines  is  certainly  a  "new  idea,"  yet  it  does 
not  in  the  least  detract  from  the  dignity  of  the  house,  and  is  a  welcome 
departure,  and  one  that  the  investing  public  undoubtedly  appreciates. 


Municipal 
Bonds 


A  Re  flM  obtjsbona  ol 
rsris 


cones  Ira*  uuiioa  wbkk  nun  be  met  or 
propotr  msr  bt  .old  by  ik.  muiuopali,. 

Suck  colecbou  u<  ody  raDouly  al<*»d 
by  period,  of  butt*,  demsra.  Funheo 
*.  n»ha  of  muiuapJ  boxj  holders  Kw. 
bea  trmly  etobluktd  by  the  courts. 

Aecwdinily.  nunicip.1  bonds  h»e  eane 


We  of et  4  «n«y  of  carefully  selected 


r,ll  pantnlar,  o.  appltcallo. 


Purchasing 
Municipal  Bonds 

FOR 

-Permanent  Investment 


of  Munic- 
erned  by 
to  prelect 
bondholder!  and  afford  them  perfect 
safety,  il  u  important  that  the  same 
care  be  e«rcised  in  their  purchase, 
at  in  the  case  of  other  (of  mt  of  invest- 


It  u  well,  therefore,  to  purchase 
through  responsible  dealers  who  have 
proper  facilities  for  expert  investiga- 
tions, successful  experience  upon, 
which  to  base  their  judgment,  and  a 
ntarn  fo,  reliable 


We  buy  entire  issues  of  Municipal 
Bonds  direct  from  the  various  Munic- 
ipalities. and  distribute  to  institutional 
and  individual  investors  at  net  prices. 

At  present  we  own  and  offer  a 
variety  of  Municipal  Bonds  from 
Massachusetts  to  California,  yielding 


per  cent 


N.W.HALSEY&CO. 

BANKERS 


Safety 

Seasoned  Railroad 

Bonds 


N.W.HALSEY&CO. 

BANKERS 

NEW    YORK     PHILADELPHIA 

49  W.D  5,,..i  R-l  E-.  T™«  Bid** 
CHICAGO  SAN  FRANCISCO 
(MM 


Convertibility 

OP 

Seasoned  Railroad 

Bonds 


BONDS  of  this  clus 
aw 


Many  of  tke  issues,  by  legislative  enact- 
menl  of  ASatal  Stales,  hue  been  made  a 
legal  jnvestmenl  for  Savings  Bank  and 
Trust  funds.  ' 

Being  m  negotiable  form  and 


So  tnanyu.vertors.botb  individual  and  «v 
«tut»«A  own  KUon«i  RJ,o.d  Bond. 
lh.1  •  broad  market  hu  been  ulabUmi. 
in  Europe  u  wefl  u  thi*  country. 

The  boodi  u>  atmwduitdy  araJible 
as  collateral  or  coovtrebk  into  caJt-cve* 


and  coovfrubility— lo  vield  from 


N.W.HAISEY&CO. 

BANKERS 

NEW    YORK     PHILADELPHIA 

49    W.ll    Si,,, i      Rul  EJUB  TfiM  B«Uiif 
CHICAGO     SAN    FRANCISCO 

152  Mouo.  Sirco 


This  Illustrates  the  New  Idea. 


Upon  further  examination  of  some  of  the  magazines,  notably  "Suc- 
cess," "World's  Work"  and  the  "Saturday  Evening  Post,"  elementary  "con- 
serrntive  investment"  articles  on  educational  lines  are  found.  The 
magazines  also  invite  correspondence  from  subscribers  seeking  informa- 
tion regarding  sound  investments.  While  these  articles  have  no  relation 
to  the  financial  advertising  carried,  yet  they  are  an  indirect  result  of  it. 
In  other  words,  upon  the  entrance  of  one,  two  or  three  of  the  large  bond 
houses  into  the  magazine  advertising  pages,  the  publishers  of  the  maga- 
zines were  attracted  by  the  importance  of  the  copy  and  commenced  to 
study  investments.  "World's  Work"  originally,  and  later  the  ether  two, 
became  so  impressed  with  the  importance  of  the  subject  that  they 


124  PUSHING  YOUR  BUSINESS. 

decided  to  run  a  series  of  elementary  articles  intended  to  inform  their 
readers  as  to  the  principles  of  sound  investment  with  a  view  to  rendering 
the  public  a  distinct  service  in  the  conserving  of  surplus  funds.  One  of 
the  principal  objects  was  to  warn  their  readers  against  the  wild-cat  schemes 
advertised  by  dishonest  and  unsuccessful  promoters  which  have  appeared  in 
such  great  volume  is  some  of  the  public  prints  during  the  past  five  years. 
The  high-class  magazines  have  a  large  circulation  and  a  powerful 
influence  in  the  homes  of  the  country,  and  are  therefore  in  a  position  to 
do  a  great  deal  of  good  in  educating  people  so  that  they  will  be  able  to 
discriminate  between  speculation  and  sound  investments.  The  value  of 
the  service  these  magazines  have  rendered  has  been  made  apparent  by  the 
many  letters  the  publishers  have  receivd  from  these  subscribers  on  the 
subject.  The  majority  of  these  letters  have  shown  an  appalling  ignorance 
of  the  principles  of  sound  investment,  yet  they  were  apparently  from  men 
who  desire  to  surround  their  investments  with  safety. 

TELLING  ABOUT  INVESTMENTS. 

Both  the  magazine  publishers  and  the  bond  houses  are  rendering  a 
valuable  service  to  the  public  in  spreading  information  as  to  the  nature 
of  sound  investments,  and  it  is  hoped  they  will  continue  their  efforts,  for 
something  should  be  done  by  high-grade  publications  reaching  the  general 
public  to  point  out  the  value  of  safe  investments  as  against  the  purchase 
of  stocks  of  the  "get-rich-quick"  variety. 

Another  direct  benefit  of  the  bond  advertising  in  the  magazines  has 
been  the  salutary  effect  it  is  having  on  the  advertising  departments  of  the 
magazines.  The  volume  of  questionable  financial  advertising  in  the  good 
magazines  is  to-day  less  than  for  several  years,  and  as  the  publishers 
continue  more  clearly  to  recognize  their  opportunity  and  their  obligations 
to  their  subscribers,  it  may  be  expected  that  all  objectionable  financial 
advertising  will  be  eliminated. 

The  "new  idea"  has  had  a  far-reaching  effect  already  and  the  financial 
interests  of  the  country  owe  thanks  to  the  progressive  bond  houses  that 
inaugurated  it. 

"The  Bankers  Magazine"  unqualifiedly  endorses  the  "new  idea"  in 
bond  advertising  and,  as  previously  suggested,  believes  it  to  be  of  direct 
benefit  to  the  entire  field  of  high-grade  investment  securities  as  well  as 
to  all  banks  and  financial  institutions.  Enormous  sums  have  been  lost 
during  the  recent  past  by  men  and  women  throughout  the  land  through 
ignorance  of  the  true  principles  of  investment.  The  only  way  apparently  to 
protect  these  people  is  to  educate  them  on  the  subject.  This  will  serve  to 
restrain  savings  and  other  bank  depositors  from  making  hasty  withdrawals 
for  the  purpose  of  "investing"  in  something  that  will  probably  result  in  a 
loss  of  their  savings.  At  the  same  time,  by  the  dissemination  of  sound 
information  respecting  investments  by  the  leading  banks  and  bond  houses, 
the  wealthier  investors  are  also  led  to  favor  banks,  etc.,  when  seeking 
investments,  thus  materially  broadening  the  field  for  the  sale  of  such 
securities. 

Every  year  an  enormous  amount  of  money  is  sunk  in  speculation  and 
unsound  investments,  and  this  money  is  supplied  to  a  large  extent  by 
those  least  able  to  afford  its  loss.  For  the  person  who  has  not  accumu- 


INVESTMENT  ADVERTISING.  125 

What  is  a  Bond? 

A  good  bond  is  the  safest  form  of 
investment  and  is  absolutely  non-spec- 
ujative. 

Jt  guarantees  payment  of  a  definite 
sum  at  a  certain  time  and  a  fixed,  inter* 
est  per  annum. 

It  does  not  pay  as  high  interest  as 
many  good  industrial  stock  investments, 
ibut  it  offers  greater  security. 

A  concern  cannot  pay  dividends  on  its 
stock  unless  it  earns  them.  Nothing  can 
be  absolutely  guaranteed  in  advance. 

A  concern  must  pay  the  interest  on 
bonds  that  are  secured  by  a  mortgage 
against  its  property. 

If  the  interest  is  not  forthcoming,  the 
mortgage  is  foreclosed  and  the  property 
taken  by  the  bondholders. 

The  Best  Class  of  Bonds 

The  safest  bonds  are  those  issued  by 
.municipalities,  railroads,  public  service 
corporations  and  the  larger  industrial 
corporations. 

Care  should  always  be  taken  that  the 
property  bonded  is  more  valuable  than 
the  bond-issue  that  stands  against  it  and 
that  its  earning  capacity  is  greater  than 
the  interest  on  the  bond  issue. 

Municipal,  railroad,  water,  gas,  tele- 
phone and  electric  bonds  are  nearly  al- 
ways good. 

These  bonds  will  pay  from  4  per  cent, 
to  5  1-2  per  cent,  interest,  and  with  rea- 
sonable care  in  the  selection,  will  yield 
an  absolutely  sure  and  fixed  income. 

It  is  this  class  o£  bonds  that  we  sell 
and  it  Is  this  class  only  that  we  advise 
you  to  buy^ 

Simple  Bond  Talk. 

lated  a  considerable  surplus  the  only  wise  course  is  to  save  and  entrust 
his  savings  to  a  well-managed  bank  or  trust  company.  When  a  sufficient 
fund  has  been  accumulated  to  justify  the  saver  to  become  an  investor, 
he  should,  especially  at  the  beginning,  invest  only  after  consulting  with 
his  banker  or  through  a  bond  house  of  recognized  standing. 


126  PUSHING  YOUR  BUSINESS. 

To  bankers  this  is  elementary,  but  the  public  is  still  largely  ignorant 
of  this  simple  rule.  Advertising  of  the  character  above  discussed,  presented 
in  mediums  having  a  large  general  circulation,  will  exercise  a  powerful 
influence  in  acquainting  people  with  it,  thereby  diverting  a  large  stream  of 
money  annually  flowing  into  the  coffers  of  speculators  and  promoters  of 
doubtful  enterprises  and  turning  it  into  legitimate  investment  channels. 

Further  comment  along  the  same  line  was  made  in  "The  Bank- 
ers Magazine"  as  follows: 

SCIENTIFIC  ADVERTISING. 

Advertising-  in  the  general  business  world  is  based  upon  scientific  prin- 
ciples; that  is  why  it  is  so  profitable.  If  advertising  in  the  investment  world 
cannot  be  conducted  upon  this  same  basis,  with  proper  and  reasonable 
modifications,  as  related  to  the  style  and  character  of  the  copy,  then  finan- 
cial advertising  is  purely  and  simply  a  waste  of  money. 

When  investment  bankers  place  their  advertising  in  charge  of  men 
qualified  to  make  it  a  careful  and  intelligent  study,  it  will  in  time  become 
one  of  the  most  valuable  and  profitable  branches  of  the  business. 

In  what  little  experience  I  have  had  as  an  advertising  representative,  I 
have  learned  this  lesson — one  of  the  most  important  lessons:  When  the 
representative  of  a  newspaper  or  magazine  wants  to  discuss  advertising 
with  me,  he  gets  the  same  consideration  as  we  expect  to  see  accorded  our 
bond  men  when  presenting  their  business  to  prospective  clients. 

If  this  policy  is  adopted  by  us  all,  if  we  look  upon  advertising  as  a 
part  of  our  business,  and  try  to  learn  a  few  things  from  those  v.'ho  are 
giving  it  their  special  study,  "we  will  save  for  our  firms  thousands  of  dol- 
lars. And  we  may  be  sure  that  without  this  knowledge,  many  thousands 
of  dollars  are  absolutely  wasted. 

This  fact  made  itself  apparent  to  me  several  years  ago,  and  I  have 
received  my  greatest  help  through  the  things  I  have  learned  from  the  better 
class  of  magazine  and  newspaper  representatives. — Chas.  L.  Scovil,  Adver- 
tising Manager,  Spencer  Trask  &  Co.,  Bankers. 


I  want  to  commend  you  and  "The  Bankers  Magazine"  for  the  depart- 
ment under  the  head  of  "Banking  Publicity."  This  is  certainly  a  splendid 
idea  and  one  that  surely  ought  to  increase'the  popularity  of  "The  Bankers 
Magazine."  There  is  more  work  to  be  done  in  this  respect  than  in  any 
that  I  know  of  in  banking  circles,  except  eliminating  the  rogues  from  the 
fraternity. 

My  'studies  of  the  financial  advertising  situation  have  convinced  me 
that  it  is  one  of  the  largest  classifications  in  advertising.  There  has  been 
more  money  spent  in  advertising  by  financial  institutions  than  by  any  other 
one  class  of  business  that  I  know  of,  and  with  less  actual  results.  If  there 
was  more  good  publicity  there  would  be  more  good  banks  and  financial 
institutions  and  less  room  for  the  careless  and  unscrupulous. 

I  heartily  congratulate  you  upon  the  idea  and  wish  you  every  success* 
—David  G.  Evans,  Treasurer,  "Succes?  Magazine," 


INVESTMENT  ADVERTISING.  127 

KINDS  OF   FINANCIAL   ADVERTISING. 

I  am  greatly  interested  in  the  splendid  work  which  you  are  carrying 
on  in  your  "Banking  Publicity"  Department.  I  believe  that  the  subject  of 
financial  advertising  has  a  very  large  future  before  it  and  that  we  should 
profit  by  the  experience  of  the  past  and  present  in  formulating  a  basis  for 
future  work. 

Financial  advertising  as  to  kind  may  be  divided  into  three  classes: 
(I)  Selling  services  and  facilities;  (2)  selling  securities,  bonds,  stocks, 
notes,  etc.,  and  (3)  notices  of  meetings,  dividends,  etc.  Some  object  to 
the  term  "selling"  as  here  used.  Contrary  to  the  belief  of  some,  financial 
institutions  are  not  philanthropic  institutions  but  are  conducted  for  profit. 
The  day  will  come  when  financial  institutions  will  realize  that  they  have 
something  to  sell  in  the  same  sense  as  a  manufacturer,  jobber,  wholesaler 
or  retailer  has  something  to  sell. 

If  it  be  undignified  for  a  financial  institution  to  advertise  then  it  must 
also  be  undignified  for  it  to  offer  its  services  and  facilities,  and  if  it  is 
undignified  to  offer  them  it  must  also  be  undignified  to  render  them. 

Financial  advertising  is  to-day  practically  where  commercial  advertis- 
ing was  twenty  years  ago.  I  predict  that  the  style,  methods  and  policies 
of  financial  advertising  will  be  completely  transformed  within  the  next 
few  years.  Such  change  and  progress  will  not  lessen  the  dignity  and  high 
standing  of  financial  men  and  institutions.  To  such  men  as  you,  who  will 
later  be  in  control  of  the  financial  field,  will  be  given  the  opportunity  of 
taking  advantage  of  the  new  order  of  things. — Dr.  Channing  Rudd,  "Wall 
Street  Journal." 

Following  are  brief  extracts  from  articles  in  advertising  publi- 
cations dealing  with  investment  advertising: — 

D.  A.  Holland,  in  "Judicious  Advertising,"  says: 

There  is  one  immense  field  that  has  been,  almost  overlooked,  "the  great 
public,"  and  if  offerings  of  securities  are  presented  in  the  right  way,  a 
great  majority  of  those  who  are  not  now  bond  buyers,  but  who  have  their 
funds  in  care  of  others,  and  that  earn  but  a  small  interest  rate,  can  be 
persuaded  to  become  such.  However,  this  class  will  never  know  the  bond 
house  has  something  to  offer  them  that  is  vastly  more  attractive  than  loan- 
ing their  money,  or  becoming  a  savings  depositor  at  from  3  to  4%  interest, 
unless  it  is  brought  to  their  attention. 

This  is  publicity's  mission. 

New  and  energetic  houses,  who  apply  modern  methods,  have  made 
inroads  into  the  business  of  the  old  houses  that  have  waxed  fat  upon  the 
"security  buying"  of  insurance  companies,  banks,  trust  companies,  large 
estates,  etc.,  and  the  banker  who  in  former  days  swelled  with  pride  as  he 
exclaimed  "we  never  advertise"  is  changing  his  boastful  attitude  in  this 
regard. 

A.  J.  Beane,  in  "Printers  Ink/'  writes: 

It  is  a  mistake,  however,  to  consider  advertising  in  newspapers  and 
magazines  as  all-sufficient  and  spurn  all  other  forms  of  advertising.  The 
intermingling  of  different  kinds  of  advertising  is  what  produces  phenom- 


128  PUSHING  YOUR  BUSINESS. 

enal  results,  and  the  success  of  the  largest  financial  institutions  in  this 
country  is  due  to  a  recognition  of  this  fact.  Nevertheless,  advertising  in 
newspapers  and  magazines  is  vital  and  will  become  more  so  as  time  goes  on. 

D.  Arthur  Bowman,  in  the  same  publication,  says: 

With  the  closer  scrutiny  of  advertising  offered  to  the  best  publications 
(and  the  shaming  into  commercial  decency  of  a  few  grasping  newspaper 
owners  remaining),  the  further  improvement  of  "copy"  by  advertising 
writers  for  the  investment  houses  so  that  the  public  may  be  able  to  grasp 
the  meaning  of  the  terms  employed  without  the  constant  use  of  Webster's 
unabridged,  and  the  educational  assistance  of  leading  publications  through 
their  news  columns,  it  does  seem  as  though  a  striking  advance  in  this 
department  of  business  solicitation  had  been  achieved,  and  that  the  future 
holds  a  decidedly  better  promise  for  the  further  broadening  of  this 
constantly  growing  field  of  distribution  of  good  investments. 

OUTLINE  OF  CAMPAIGN. 

The  matter  of  booklets  is  very  important  in  the  advertising  of  an 
investment  house,  as  it  is  in  many  cases  the  main  dependence  in 
bringing  the  prospective  investor  to  a  favorable  decision.  The  trou- 
ble with  many  investment  booklets  is  that,  like  many  investment 
advertisements,  they  are  too  heavy  and  technical.  Interesting  and 
effective  investment  booklets  have  been  issued  under  such  titles  as: 
"A  Financial  Courtship,"  "An  Ideal  Investment,"  "The  Astor  For- 
tune," "The  Art  of  Wise  Investing,"  "The  Value  of  a  Dollar/' 
"Facts  and  Figures/''  "About  You  and  Your  Savings,"  "Two  Ways 
of  Trading,"  "Fortunes  in  Copper,"  "The  Law  of  Financial  Suc- 
cess," "When  to  Buy  Bonds,"  "At  the  Market,"  "Success  in  the 
Stock  Market,"  "A  Square  Deal,"  "The  Safest  Investment." 

To  give  a  practical  illustration  of  the  working  out  of  the  ideas 
advanced  in  this  chapter,  a  preliminary  advertising  plan  and  a 
series  of  advertisements  prepared  by  the  author  for  a  St.  Louis 
investment  house  are  reproduced. 

The  plan  was  as  follows: 

"These  advertisements  are  designed  for  a  series  to  be  run  daily  in 
St.  Louis  newspapers,  with  a  change  of  matter  with  every  issue, 
but  the  same  distinctive  style  of  type  and  'copy/ 

"The  idea  is  to  make  a  campaign  of  education  at  the  same  time 
that  you  get  the  best  kind  of  general  publicity.  Moreover,  each 
advertisement,  as  you  notice,  has  the  request  for  the  reader  to  do 
something  definite,  viz.:  send  for  a  free  booklet. 

"Of  course,  the  theory  of  the  booklet  is  that  by  offering  it  you  get 
in  touch  with  people  interested  in  investing  their  money.  You  will, 


INVESTMENT  ADVERTISING.  129 

in  time,  be  able  to  build  up  the  best  kind  of  a  mailing  list  of  pros- 
pective clients. 

"As  you  know,  it  is  a  hard  thing  to  sell  securities  direct  from  a 
small  space  advertisement,  but  when  you  get  a  good  list  of  inquiries 
and  follow  it  up  by  strong  letters  and  printed  matter  or  by  sales- 

A  SUGGESTION 
FOR  CONSERVATIVE  INVESTORS 

In  view  of  the  enormous  offerings  of  short  time,  high  rate  notct 
by  various  corporations,  it  is  well  for  those  who  have  the  investment 
•f  trust  funds  to  consider  whether  in  buying  these  notes  they  are 
really  making  the  best  investment  of  their  money. 

The  reason  so  many  of  the  large  corporations  are  issuing  these 
note*  is  because  they  expect  at  their  maturity  to  be  able  to  place  the 
bonds  of  the  corporations  *t  a  very  much  lower  rate  of  interest.  If 
their  reasoning  is  correct  the  purchasers  of  these  notes  will  have  to  re- 
Invest  their  money  when  the  notes  expire  at  a  proportionately  lower 
rate.  The  best  way  to  illustrate  this  is  by  a  concrete  example: 

We  are  offering  at  the  present  time  the  4X  bonds  of  ALLE- 
GHENY COUNTY,  PENNSYLVANIA,  a  direct  municipal  obliga- 
tion of  a  county  with  an  assessed  valuation  of  $788.002.045,  and  a  net 
debt  of  only  $«.799,4«0,  having  a  population  by  the  census  of  775.059 
and  a  present  estimated  population  of  900,000.  The  total  debt  is  lest 
than  1*  of  the  assessed  valuation.  These  bonds  have  thirty  years  to 
run.  and  we  are  offering  them  on  a  3.85*  basis.  The  net  income  on 
$100,000  of  these  bonds  in  the  thirty  years  they  will  be  outstanding, 
without  taking  into  account  compound  interest,  will  be  $115,500.  If  the 
•ame  amount  of  money  is  invested  today  in  a  3-year  5X  note,  the  net 
income  during'  the  three  years  wilt  be  $15.000.  If,  at  the  end  of  that 
period,  the  money  be  Invested  in  this  same  bond  on  a  3tfX  income 
basis  having  27  years  to  run.  the  net  income  would  be  $94.500.  Add 
this  to  the  $18,000  of  income  obtained  during  the  first  three  years  and 
you  get  a  total  of  $108,500.  You  will,  therefore,  see  that  you  wHl 
have  made  $6000  more  during  the  thirty-year  period  by  buying  the 
long  time  bond  at  the  present  time.  We  are,  of  course,  supposing 
that  three  years  f?om  now  ALLEGHENY  COUNTY  bonds  will  be 

•tiling  on  a  3tfX  basis,  which  is  a  fair  assumption,  mjsmuch  at  in 

the  past  seven  years  they  sold  at  follows:  woo.  320X  basis;  1901, 

«.1»X  basis;   1803,  3.60X   basis;    1804,   3.63-S.75X   basil:    190S.  S.Wt 

basis;  1906.  S.B3-3  TsX  basis. 

There  are,  of  course,  many  other  good  municipal  bonds  which 

can  be  bought  today  to  net  nearly  at  high  as  «X,  such  as 'the  City  of 

New  York  50-year  4s  and  railroad  bonds  which  could  be  bought  to 

Bet  considerably  more  than  that,  so  that  the  illustration  might  b« 

made  a  great  deal  more  striking.  We  have,  however,  chosen  a  very 

bigh-grade  municipal  bond,  to  illustrate  our  point,  but  this  illustration 

will  apply  at  the  present  time  to  practically  every  Issue  of  high-grade; 

long-time  bonds  now  in  the  market  of  either  •  municipal  or  railroad 

character 

•end  for  Our  Feb.  Ll«  of  Investment  Bond* 

E.  H.  ROLLINS  &  SONS 

21  MILK  ST.,  BOSTON 
DENVER  CHICAGO  SAN  FRANCISCO 

Real  Advertising. 

men,  paying  results  are  certain.     This  is  the  method  used  by  most 
big  investment  houses. 

"As  far  as  the  booklet  'Investment  Advice'  is  concerned,  we 
would  prepare  that  after  consultation  with  you,  the  idea  being  to 
make  it  a  small  but  interesting  and  practical  discussion  of  points  to 
be  considered  in  bond  and  stock  investment. 


130  PUSHING  YOUR  BUSINESS. 

"We  would  advise  the  placing  of  the  newspaper  advertisements 
on  local  news  pages  rather  than  on  the  financial  page,  for  this  rea- 
son: You  are  advertising  for  new  business.  Most  of  the  people  who 
make  a  close  study  of  the  financial  page  already  have  good  chan- 
nels of  investment.  At  any  rate,  business  men  who  study  that  page 
likewise  read  the  local  news  pages.  Whereas  many  who  read  the 
local  pages  and  are  possible  investors,  never  look  at  the  financial 
page.  This  applies  especially  to  women. 

"Our  effort  would  be  to  make  the  advertising  so  attractive,  inter- 
esting and  individual  that  you  would  get  the  moral  effect  of  an  ad- 
vertisement several  times  as  large.  In  short,  it  would  stand  out 
strongly  and  compel  attention.  In  time  the  cumulative  effect  of 
this  advertising  would  create  an  atmosphere,  a  good  will  for  your 
business  which  would  prove  one  of  your  best  assets.  You  have  some- 
thing of  that  kind  now,  but  the  right  kind  of  advertising  would 
increase  its  value  out  of  all  proportion  to  the  cost. 

"If  you  have  some  particular  class  of  bonds  which  provides 
strong  talking  points — such  as  security  and  good  net  return — it 
would  pay  to  advertise  it  in  some  of  the  standard  magazines  of  large 
circulation. 

"It  is  said  that  the  American  Real  Estate  Company,  of  New 
York,  spent  $12,000  in  magazine  advertising  one  year  and  sold 
$250,000  worth  of  its  six  per  cent,  bonds  guaranteed  by  New  York 
real  estate. 

"Our  plan  for  you  would  also  include  a  series  of  'follow  up* 
letters  and  circulars  with  a  method  of  handling  the  same." 

The  advertisements  were  as  follows: 

YOU  CAN  PAY  TOO  MUCH 

for  safety.  There  are  securities  which  sell  at  prices  much  above  their  real 
value  because  everybody  knows  them  to  be  good  and  investors  who  do  not 
want  to  take  the  trouble  to  investigate  are  willing  to  pay  extra  for  them. 

It  is  better  to  go  to  experienced  investment  brokers  and  get  advice. 
You  can  make  more  and  still  be  perfectly  safe. 

We  are  always  pleased  to  advise  those  with  funds  to  invest. 

Our  free  booklet,  "Investment  Advice,"  will  help  you.  Better  send 
for  it  to-day. 

COMPARATIVE  VALUES. 

A  study  of  comparative  values  is  important  when  you  are  deciding 
upon  an  investment.  You  want  to  get  the  best  return  consistent  with 
safety,  of  course.  "When  you  make  your  investment  through  a  bouse  of 


INVESTMENT  ADVERTISING.  131 

long  standing  and  reliability  like  ours  you  have  the  benefit  of  comparative 
values,  and  are  relieved  of  a  good  deal  of  doubt  and  annoyance. 

We  are  always  pleased  to  give  counsel  in  investment  matters. 

Send  for  our  list  of  bond  and  stock  offerings  and  free  booklet,  "Invest- 
ment Advice." 


NOTES  VS.  BONDS. 

At  present  the  market  is  crowded  with  short  time,  high  rate  notes. 
These  look  attractive,  but  it  is  well  to  consider  before  buying  whether  they 
are  really  the  best  investment. 

Many  large  corporations  are  issuing  these  notes  because  at  maturity 
they  expect  to  be  able  to  place  their  bonds  at  a  much  lower  rate  of  inter- 
est. Then  the  present  buyers  of  the  notes  will  have  to  reinvest  their  money 
less  advantagously  than  they  could  now  in  a  long  term  municipal  or  rail- 
road bond. 

We  have  some  very  desirable  issues  of  long  term  securities.  Send  for 
list  and  our  free  booklet,  "Investment  Advice." 


OWNING  A  BOND, 

you  own  actual  property.  For  convenience  a  trustee  holds  the  title, 
but  he  holds  it  for  you.  The  corporation  issuing  the  bond  must  pay  the 
interest  and  repay  the  principal,  or  the  mortgage  guaranteeing  the  bond  is 
foreclosed  and  the  property  passes  to  the  bondholder. 

When  you  buy  bonds  from  us  you  have  all  the  security  of  a  mortgage 
bought  under  the  advice  of  experts"  in  investment  values. 

Send  to-day  for  our  list  of  attractive  bond  offerings  and  free  booklet, 
"Investment  Advice." 


NON-SPECULATIVE  INVESTMENT. 

Well  chosen  bonds  fall  under  this  head.  They  are  secured  by  prop- 
erty guaranteeing  your  investment,  dollar  for  dollar,  and  interest  beside. 

Every  wise  investor  will  place  at  least  a  portion  of  his  surplus  in  a 
safe,  non-speculative  investment  of  this  character. 

In  choosing  bonds  you  need  the  advice  of  experts.  Our  knowledge  and 
experience  along  this  line  are  at  your  command. 

We  have  some  very  good  bond  offerings  at  present.  Ask  for  descrip- 
tive list  and  our  free  booklet,  "Investment  Advice." 


"INVESTMENT  ADVICE" 

is  the  name  of  a  very  interesting  and  practical  booklet  on  the  subject  of 
investment,  which  we  have  prepared  for  distribution  among  our  clients,  and 
others  interested  m  the  judicious  investment  of  their  funds, 


132  PUSHING  YOUR  BUSINESS. 

It  goes  into  the  subject  of  bonds  quite  fully  and  gives  valuable  hints 
on  investment  matters  generally. 

With  it  goes  our  new  list  of  high  grade  bond  and  stock  offerings. 
Send  to-day  for  "Investment  Advice." 


EXPERT   FINANCIAL   COUNSEL. 

So  far  as  you  deal  with  us  we  consider  you  our  client,  and  we  want 
you  to  consider  us  your  expert  financial  adviser,  as  your  lawyer  is  your 
expert  legal  adviser. 

We  have  hundreds  of  regular  clients  who  have  profited  by  our  advice 
in  past  years. 

No  one  has  ever  lost  a  dollar  through  us. 

If  you  are  interested  in  wise  investment  send  for  one  of  our  free  book- 
lets, "Investment  Advice." 


LET  US  HEAR  FROM  YOU 

if  you  are  not  satisfied  with  3  or  3  1-2  per  cent,  interest  at  the  savings 
banks.  It  is  possible  even  with  a  small  sum  of  money  to  make  a  safe  and 
profitable  investment  in  stock  or  bonds. 

Our  clients'  interests  are  our  interests.  We  exercise  exactly  the  same 
care  in  placing  your  funds  for  you  that  we  do  in  our  personal  investments. 

"Investment  Advice"  is  an  interesting  and  valuable  booklet  on  invest- 
ment matters.  It  is  free  to  anyone  interested. 


THE  INTRINSIC  MERIT 

of  a  security  is  a  point  that  the  average  investor  is  not  always  able  to 
determine  for  himself.  .  When  in  doubt  it  pays  to  confer  with  experienced 
investment  brokers  having  at  hand  the  facilities  to  determine  just  what  is 
back  of  every  security  offered. 

To  investigate  the  soundness  of  securities  we  buy  for  our  clients  we 
employ  the  ablest  engineers,  accountants  and  lawyers.  Those  we  sell  on 
commission  we  make  sure  have  been  investigated  in  a  like  thorough 
manner. 

Send  for  our  investment  list  and  our  free  booklet,  "Investment  Advice." 


WRITE  TO  US. 

We  give  prompt  and  careful  attention  to  all  communications  and  are 
pleased  to  answer  any  of  your  questions,  if  you  are  a  prospective  investor 
or  seek  advice  as  to  the  placing  of  surplus  funds. 

We  have  many  regular  clients  in  St.  Louis  and  in  all  this  section.  It 
will  pay  you  to  get  acquainted  with  us  and  our  manner  of  doing  business. 

As  a  first  step  send  for  the  free  booklet,  "Investment  Advice,"  and  our 
list  of  good  bond  and  stock  offerings. 


INVESTMENT  ADVERTISING.  133 

INVESTING  TRUST  FUNDS. 

Trustees,  guardians,  executors,  administrators — those  having  charge  of 
trust  funds,  have  special  reason  to  exercise  the  utmost  discretion  in 
choosing  investments. 

We  have  had  extensive  experience  in  placing  advertisements  of  this 
character,  and  are  always  pleased  to  give  advice  along  this  line  to  persons 
having  such  responsibility. 

Our  free  booklet,  "Investment  Advice,"  and  our  list  of  conservative 
stock  and  bond  offerings  will  be  of  interest  and  value  to  you  if  you  have 
funds  to  invest.  

CASH  CONVERTIBILITY. 

An  important  thing  to  be  considered  in  choosing  an  investment  is  the 
readiness  with  which  you  can  get  back  your  principal  when  you  want  it. 

There  are  times  when  you  need  ready  cash.  Indeed,  to  have  all  your 
funds  "slow  assets"  might  mean  disaster  sometimes. 

There  is  always  a  market  for  good  bonds  and  it  is  possible  to  get  safe 
ones  that  pay  well. 

Send  for  our  list  of  high  grade  bonds  and  free  booklet,  "Investment 
Advice."  

A  WISE  CHOICE 

of  investments  cannot  usually  be  made  entirely  upon  your  own  judgment. 
When  it  comes  to  placing  out  your  own  money  or  funds  left  in  your  charge 
to  earn  an  income  it  pays  to  get  the  best  advice. 

A  single  poor  investment  may  cause  you  more  loss  than  you  gain  by 
a  dozen  good  ones. 

You  want  to  keep  all  you  have  and  get  as  much  more  as  you  can. 

If  you  have  money  to  invest — even  a  moderate  amount — it  will  pay 
you  to  talk  it  over  with  us. 

Possibly  our  free  booklet,  "Investment  Advice,"  would  help  you. 


BE  YOUR  OWN  BANKER. 

Experience  has  shown  that  the  bank  is  a  safe  place  for  your  money, 
hut  your  funds  do  not  earn  very  much  there. 

The  bank  invests  part  of  your  money  in  good  bonds  which  return  it 
enough  more  interest  than  it  pays  you  to  allow  a  fair  margin  of  profit. 

By  investing  in  good  bonds  yourself,  you  get  more  nearly  the  full 
earning  power  of  your  money,  but  you  need  to  exercise  the  same  expert 
judgment  in  choosing  your  investment  that  the  bank  does. 

That  is  where  a  reliable  investment  house  like  ours  can  help  you.  Send 
for  our  free  booklet,  "Investment  Advice." 


A  TALK  ON  CONFIDENCE. 

One  way  for  the  investment  advertiser  to  get  a  favorable  hear- 
ing and  build  up  confidence  is  to  use  occasionally  a  line  of  argument 


134  PUSHING  YOUR  BUSINESS. 

similar  to  the  following,  written  by  the  author  for  a  large  invest- 
ment house: 

Business  as  it  is  conducted  to-day  would  be  impossible  without  confi- 
dence. 

In  this  term  I  would  include  credit,  trust  and  self-reliance. 

The  general  principles  of  the  great  system  of  credit,  which  does  so  much 
to  facilitate  modern  commercial  transactions,  are  so  well  known  that  I  shall 
speak  only  of  trust  and  self-reliance. 

By  trust  I  mean  your  practical  belief  in  the  integrity  and  promises  of 
another  person. 

Why  do  you  trust  your  friends? 

Because  you  know  them. 

Because  their  record  is  before  you. 

Because  you  have  proved  their  integrity. 

In  other  words,  you  trust  them  because  you  have  evidence  to  support 
a  belief  in  them. 

But  if  you  did  business  only  with  friends  and  acquaintances  the  scope 
of  your  activity  would  be  rather  limited. 

So  it  becomes  necessary  in  business  nowadajrs  for  you  to  trust  those 
whom  you  do  not  know  personally. 

How  can  this  be  done  safely? 

By  demanding  in  each  case  evidence  to  support  your  belief. 

Evidence  includes  the  testimony  of  witnesses  and  all  facts  of  every 
kind  that  tend  to  prove  the  truth  of  anything. 

To  make  this  illustration  specific,  suppose  you  want  to  make  an  invest- 
ment through  this  company. 

You  do  not  know  me  personally  perhaps,  but  such  strong  evidence  of 
my  reliability  is  available  that  you  may  have  absolute  confidence  in  my 
integrity  and  good  judgment,  which  form  the  basis  of  a  man's  reliability. 

I  am  well  known  to  the  business  men  of  this  and  other  cities. 

I  have  thousands  of  clients  all  over  the  country.  References  to  them 
and  to  national  banks  are  yours  for  the  asking. 

Their  replies  will  give  you  evidence  by  testimony  of  authority — the 
strongest  kind. 

Here  are  some  of  the  facts  going  to  prove  more  conclusively  that  I 
am  a  fit  man  for  your  confidence: 

I  have  been  in  the  mail  order  investment  business  for  more  than  seven 
years  with  steadily  growing  success. 

This  would  have  been  impossible  for  a  man  or  a  business  not  abso- 
lutely "on  the  square." 

A  dishonest  business  soon  kills  itself. 

A  mail  order  concern  that  does  not  give  its  customers  a  square  deal 
loses  them  and  soon  finds  it  impossible  to  get  new  ones. 

On  the  other  hand,  a  corporation  like  this,  which  deals  honestly  with 
its  customers,  looking  to  the  future  and  not  merely  to  the  present,  is 
bound  to  succeed  when  properly  managed,  as  this  is. 

It  is  more  important  for  you  as  a  prospective  investor  to  investigate 
me  and  my  methods  than  it  is  tor  you  to  investigate  the  particular  invest- 
ments, although  it  is  your  privilege  to  do  both. 


INVESTMENT   ADVERTISING.  135 

I  am  satisfied  that  if  you  have  confidence  in  me  you  will  take  my 
advice  in  investment  matters. 

I  do  not  claim  to  be  infallible,  but  the  soundness  of  my  judgment  is 
amply  proved  by  results. 

Choosing  those  in  whom  to  place  confidence  is  a  very  important  way  to 
use  your  own  judgment. 

It  is  often  as  great  a  factor  in  a  man's  success  as  his  own  industry 
and  perseverance. 

I  have  confidence  in  myself  or  I  never  would  have  embarked  in  this 
business. 

I  had  confidence  in  the  public,  and  the  public  has  had  confidence  in  me. 

Otherwise  the  business  would  not  have  succeeded  as  it  has. 

My  own  large  profits  and  thousands  of  satisfied  clients  prove  that  this 
mutual  confidence  has  paid  well. 

If  you  and  I  are  strangers  let  us  get  acquainted  for  the  advantage  of 
us  both. 


CHAPTER  IX. 

Real  Estate   Advertising. 

THE  man  who  handles  real  estate  has  one  of  the  best  proposi- 
tions in  the  world  to  advertise. 

Land  is  something  real,  tangible,  substantial.  It  is  the 
foundation  of  all  wealth — a  fundamental  necessity.  Everybody  has 
to  live  somewhere,  and  everybody — whether  owner  or  renter — must 
pay  something,  either  directly  or  indirectly,  for  the  privilege  of 
using  part  of  the  earth  to  live  on. 

Therefore,  the  field  before  the  real  estate  man  is  as  broad  as 
humanity  itself.  The  arguments  that  he  can  use  in  his  advertising 
are  such  as  touch  intimately  the  daily  life  and  necessities  of  the 
great  mass  of  people. 

Millions  of  dollars  are  spent  annually  in  real  estate  advertising. 
Much  of  this  amount  is  wasted  because  of  lack  of  originality  and 
modern  methods  of  following  up  prospects. 

Nowhere  has  real  estate  advertising  reached  such  a  high  devel- 
opment as  in  New  York  City.  The  marvelous  growth  of  the  metrop- 
olis and  the  stupendous  engineering  undertakings  being  carried  on 
there  to  help  the  city  keep  up  with  its  own  progress  make  a  great 
opportunity. 

A  study  of  the  advertising  methods  of  the  typical  New  York 
suburban  real  estate  company,  therefore,  is  profitable  for  real  estate 
advertisers  everywhere. 

With  the  New  York  real  estate  companies  the  first  step  is  to 
get  inquiries,  that  is,  the  names  of  persons  who  are  interested  enough 
in  any  particular  suburban  property  to  write  asking  for  advertising 
literature  and  further  information. 

Most  such  inquiries  are  received  as  the  result  of  advertising  in 
the  newspapers  and  magazines.  A  plan  commonly  used  is  to  adver- 
tise to  send  handsomely  illustrated  literature  or  an  interesting  real 
estate  magazine  free.  Several  companies  make  a  specialty  of  their 
monthly  house  organs,  which  really  are  of  considerable  interest  and 
value,  containing,  in  addition  to  the  selling  articles,  much  well 
written  matter  on  New  York  real  estate  in  general.  Of  course,  a 
specialty  is  made  of  maps  and  illustrations  from  actual  photographs 
of  the  property  and  its  surroundings. 


Has  fhe  Limn  Been  Hearhefl? 
-ssSBBSssxasfSZ&as&gi 


Inil  llu  O'rfii,  Fitliv  GtfMnf 
^  Alt  tkt  Profit  f 


Attractive  Real  Estate 

BARGAINS 


Y'p^tri^'if'cji.^ifs         w.000- 

:rrr£??  ~"«v>«JwS'.itS!  £  bi't  „" 


Ponce  de  Leon  Avenue  Home 


JAMES  L.  LOGAN  &  CO., 

"Phone  2678  L  Main.  408  Peter*  Building: 


».„  TO.  .n« 

FISKE    TERRACE-FLAtBUSH 
ACKERSON    HOUSES 


SSfSw-Rrau.^ 

T.  B.  ACKERSON  CO. 

140  NASSAU  STREET.   NBW   YORK 


file  Man  With  SIM  to  51,590  to  Invesl 
Can  Not  Do  Belief  Than  Put  11  In 

Lawler&MerTideiands' 


One-Tenlh  Cash;  Balance  In  I  Yean 

T&3^3S&&iStiS&t~&£&** 
GEORGEJLAWLER 

Good  Real  Estate  Ads. 


i  EM  nurr 


10 


138  PUSHING  YOUR  BUSINESS. 

These  house  organs,  while  the  backbone  of  the  follow  up  cam- 
paign, are  by  no  means  the  only  printed  matter  used.  Immense 
quantities  of  special  circulars,  mailing  cards  and  form  letters  are  go- 
ing out  constantly  containing  special  offers  and  announcements  of 
current  events  having  a  bearing  upon  the  increase  in  real  estate 
values  around  New  York — such  as  the  completion  of  tunnels,  sub- 
ways, bridges  and  other  public  improvements. 

In  the  typical  case  where  the  prospective  buyer  lives  at  a  dis- 
tance from  New  York  and  is  unable  to  go  to  see  the  property,  this 
is  the  course  from  inquirer  to  buyer: 

GETTING  THE  INQUIRY. 

The  person  sees  an  attractive  advertisement  in  the  newspaper 
or  magazine.  It  offers  something  for  nothing — a  magazine  on  New 
York  real  estate,  in  which  he  is  already  more  or  less  interested.  He 
says  to  himself:  "I  might  as  well  get  that.  It  doesn't  cost  anything 
and  puts  me  under  no  obligation."  So  he  fills  out  the  coupon  and 
mails  it  to  the  company. 

As  soon  as  his.  name  is  received  at  the  office  of  the  real  estate 
company  it  is  copied  on  a  card  and  goes  into  an  alphabetically  and 
geographically  arranged  "prospect"  file.  The  inquirer  receives  a 
form  letter  with  his  name  and  address  filled  in.  This  letter 
acknowledges  the  receipt  of  his  request  for  the  magazine,  says  that 
it  will  be  sent  him  promptly,  and  briefly  calls  attention  to  the 
special  real  estate  propositions  that  the  company  is  handling. 

The  first  number  of  the  house  organ  arrives  in  due  time  and  is 
read  with  interest  by  the  prospect.  It  contains  several  general  real 
estate  articles  and  one  or  two  selling  articles  which  conclude  with 
a  coupon  order  blank. 

The  prospect  is  interested,  but  unless  he  is  unusually  susceptible, 
probably  is  not  thoroughly  convinced.  Possibly  it  will  take  the 
reading  of  two,  three  or  a  half  dozen  issues  of  the  house  organ  to 
convince  the  prospect  that  he  ought  to  buy  the  particular  land  that 
the  company  is  selling. 

The  articles  in  the  magazine  bearing  upon  the  sub-division 
property  describe  it  fully  in  such  details  as:  Location,  railroad 
facilities,  healthfulness  of  climate  and  surroundings,  industries, 
population,  statistics  of  growth,  schools,  churches,  stores,  natural 
attractions  of  the  vicinity,  etc. 


*••  t    HE        PLACE        O   F;       B"E    A    U    T    t    F    U  1    L         M    O    M    E   S  .  «•" 


UXURY,  culture  and  refinement 
.are  everywhere  in  evidence  in 
Prospect..  Hill.-  Beautiful,  well 
kept  homes;  broad,  clean,  as- 
phalt streets,  trees,  flowers  and  shrubbery,  all  com- 
bine to  make  this  a  place  of  beauty  and  desirable  residence. 
What  do  these  surroundings  mean  to  you  who  want  a 
home  dwelling  free  from  all  the  .unpleasant  features  that  too 
often  mar  a  city  home?  Will  you  still  be  content  to  pay  a 
large-  rental  in  a  less  desirable  location  when  the'same  monthly 
outlay  will  buyyou  a  home  In  this  "Place  of  Beautiful 
Homes?"  The  Prospect  Hill  plan 
was  devised  to  interest  the  man 
who  can  afford  to  rent  at  $40.00  to 
$7J.OO  a  month  but  who  hesitates 
to  spend  in  one  amount  a  sum  suf- 
ficient to  build  a  house  equivalent 
to  that  rental  value-: 

Prospect  Hill  is  a  community  of 
successful  men  who  have  built  on 
the  Prospect  Hill  plan— "builded 
better  ..than  they  knew,"  for  the 
steadily  increasing  value  of  the 
.property  has  brought  splendid  re- 
turns. 

Read  the  plan,  go  and  Icok  at 
the  property,  then  let  us  discuss 
.further  details  at  your  office  or  ours. 


THE  PLAN 

rR  the  man  of  independent 
income,  business  success 
or  assured  salary  has  been 
devised  a  monthly  payment 
plan  for  buying  a  home  in  Pros- 
pect Hill.  This  plan  overcomes 
the  only_prgument  against  own- 
ing as  compared  with  renting. 
It  obviates  the  necessity  for  in- 
vesting $3000  to  $15000  in  one 
sum  lor  a  house,  suf h  as  the 
renter  can  find  for  $40.00  to 
$75. 00  a  month.  A  small  pay- 
ment down  and  the  balance  in 
monthly  payments,  about  equal 
to  the  rental  value  of  the  proper- 
tyfbuys  a  home.that  in  ten  years' 
time  is  fully  paid  for  and  has 
materially  increased  in  value. 
This  house  will  be  built  entire- 
ly under  the  owner'.s  direction. 


Mr.  John  R.  Goodrich,  who  has  been  identified  with  the 
development  of  Prospect  Hill  from  the  beginning*-  will 
furnish  any  further  information  desired. 


PROSPECT  HILL  LAND  CO. 

JOHN       R       GOODRICH,      Agent 

rah  HACKETT  &  HOFF 

77       MICHIGAN       S  T  R  F  E  T 
A  High  Glass  Real  Estate  Advertisement. 


140  PUSHING  YOUR  BUSINESS. 

THE  BUYING  PLAN. 

The  buying  plan  is  very  carefully  explained,  particular  empha- 
sis being  put  upon  the  fact  that  the  lots  can  be  bought  on  the  instal- 
ment plan  of  a  few  dollars  down  and  a  few  dollars  a  month.  The 
reader  is  told  very  clearly  and  definitely  what  he  must  do  to  buy 
a  lot. 

Promptness  of  action  is  urged  because  prices  are  going  up,  the 
best  lots  are  being  taken  and  this  opportunity  can  not  last  indef- 
initely. 

A  time  limit  is  a  good  thing  in  any  real  estate  offer.  "For 
thirty  days  only/'  if  hammered  into  the  minds  of  prospective  buy- 
ers, will  make  them  step  lively  if  they  are  in  the  market  at  all  for 
what  you  are  offering  them.  Placing  a  limit  of  time  within  which 
a  certain  thing  must  be  done  makes  it  more  likely  that  the  thing 
will  be  done  because  it  forces  the  mind  to  a  decision. 

It  is  a  difficult  thing  for  many  persons  to  decide  to  take  some 
action  even  after  they  are  convinced  that  it  is  the  proper  course 
to  pursue.  We  are  all  more  or  less  mentally  lazy  and  act  more 
surely  under  pressure  or  upon  the  spur  of  a  real  or  imagined 
necessity. 

But  to  return  to  our  New  York  suburban  real  estate  campaign. 
When  the  prospect  has  been  thoroughly  inspired  with  confidence  in 
the  proposition  and  has  full  knowledge  concerning  the  property  and 
the  terms,  he  is  quite  likely  to  buy  if  he  was  really  in  earnest  when 
he  began  to  investigate. 

In  case  the  inquirer  is  a  resident  of  New  York  or  lives  within 
a  few  miles  of  the  city  so  that  he  can  easily  visit  the  property 
different  methods  are  pursued  with  him.  The  effort  is  not  so  much 
to  sell  to  him  direct  by  mail,  but  to  induce  him  to  make  the  trip  to 
the  property  and  see  for  himself  just  what  it  is,  and  it  is  left  for  the 
company's  representatives  on  the  ground  to  close  the  sale  if  pos- 
sible. Free  automobile  rides  or  refunding  of  railroad  fare  are 
special  inducements  made  to  get  people  to  visit  the  property. 

It  is  the  aim  of  the  advertiser  to  make  his  arguments  so  strong 
and  compelling  that  the  reader  will  do  something  definite  whether 
it  is  to  sign  the  coupon  and  send  the  first  payment  or  to  decide  to 
go  and  visit  the  property. 

Buying  a  piece  of  real  estate  is  not  as  simple  a  matter  as  buying 
a  suit  of  clothes.  It  is  not  done  hastily,  as  a  rule.  So  that  a  pretty 
thorough  presentation  of  the  case  must  be  made  before  a  sale  is 


The  5300  square/feet  of  floor  space  on  the  third  floor  of  the 
Kinloch   Building,  o  *  he  northwest  corner  of  Tenth  and  Locust 
Streets,  now  occupied  by  the  Lesan-Gould  Advertising  and  Publish-          -       «»•»• 
ing  Company,  is  available  for  lease,  in  whole  or  in  part. 

When,  on  March  15,  1936,  the  Lesan  Advertising  Company  took  a  five-year  least 
from  the  Kinloch  Telephone  Company  on  the  enti/e  third  floor  of  this  building  it  wa» 
thought  that  these  spacious  quarters  and  this  excellent  location  would  answer  all  require- 
ments for  a  long  time  to  come. 

But  the  consolidation,  under  the  name  of  the  Lman-Gould  Company,  of  the- Gould 
Directory  Company  and  the  Lesan  Advertising  Company;  the  addition  of  a  printing 
plant,  a  form  letter  and  addressing  department,  and  the  necessity  of  having  all  branches 
under  one  roof,  made  imperative  the  erection  of  a  special  building.  This  building  will 
soon  be  ready— an  8-«tory  structure  on  Washington  Avenue,  running  through  to  SuCuarresj 
Street,  between  13th  and  14th  Streets. 

The  Lf.an-r.puld  Company  will  move  about  January  1,  1908.  When  it  Tacitet  it. 
A  Splendid  preient  quanen  a  iplendid  location  will  be  opened  lor  the  conduct  of  a  buiinen  or  the 
Opening  practice  of  a  profeiiion.  The  premlie.  are  admirably  adapted  for  a  millinery,  cloak, 
Fur  or  tailoring  e.rabl.ihmcnt,  for  a  buiine.f  college,  for  a  trade  publication,  for  the 
manufacture  or  .ale  of  jewelry  and  noveltiei,  for  any  buurieil  conducted  by  rtui!  or  by  agent.,  and  for 
pi  !'n  ,.n.l  office..  They  are  eipecially  .uitable  for  an  architect.  In  fact,  the  location  it  tunable  foe 
any  buiinen  or  any  office,  becauie  of  it.  nearnel.  to  both  the  whole.ale  and  the  retail  diltrict.. 

The  Kinloch  Building  i.  one  of  the  moil  deiirable  location,  in  the  new  retail  center  of  St.  Loud, 
h  ii  filed  by  the  removal  of  the  great 
Good.  Company   from   Broadway  to  the 
diagonally  oppo.ite  the  Kinloch  Building. 


Gmt  Buslnew  Mtau 
Activity  oL.  .„. 

T*.  fcdoel  ISJ™, . 


T.u..  Bu.Uinf.  no»  , 


loch  BuM»t.     BwdM  th<  17-fior, 

jastGsuKaK 


&*sy!±?  SV^sSSSSBS^^^-^Z 

e^L^e 

rifti  l»  ih«  tuittmTlfrin  ol'th*  city.     The^uZrem  Tre'lifn 'io  "  ' 


Lcsan-Gould  Company 

Tenth  and  Locust  Streets 


LESAN-GOULD 
COMPANY 

:  J5300Sq.fr  floor Soace 


A  Real  Estate  Advertisement  Designed  and  Written  by  the  Author. 


142  PUSHING   YOUR    BUSINESS. 

effected.  For  that  reason  and  because  advertising  space  in  the  New 
York  newspapers  and  the  general  magazines  is  expensive,  real  estate 
concerns  rarely  attempt  to  sell  direct  from  the  advertisement. 

Experiments  have  been  made  along  that  line,  but  the  results 
have  been  so  poor  that  such  a  course  is  rarely  attempted  now.  The 
author  knows  of  an  instance  where  a  full  page  ad.  with  coupon 
order  blank  was  run  in  the  most  expensive  newspaper  in  New  York. 
This  was  an  experiment  and  it  was  a  failure.  The  returns  did  not 
come  anywhere  near  paying  for  the  advertisement. 

Another  experiment  that  did  not  "pan  out"  was  using  several 
pages  of  space  in  one  issue  of  a  general  magazine. 

The  gist  of  the  lesson  taught  by  these  various  experiments  and 
by  actual  experience  is  that  the  wisest  way  to  do  is  to  use  fairly 
large  space  in  good  mediums  to  get  inquiries  and  then  follow  these 
up  hard  by  personal  solicitation,  letters,  circulars  and  every  other 
approved  method  of  direct  advertising,  and  if  there  is  one  thing 
more  than  another  that  needs  to  be  blazoned  on  the  banner  of  every 
real  estate  advertiser,  or  that  is  worthy  of  a  place  alongside  the  "Do 
it  now"  motto  over  his  desk  it  is  this :  TELL  THE  TRUTH. 

No  other  policy  pays  in  the  long  run  and  nothing  else  is  right  at 
any  time.  You  must  have  faith  in  the  property  you  are  advertis- 
ing and  then  you  can  the  more  easily  transmit  your  faith  to  others. 

In  advertising  to  homeseekers  there  is  little  danger  of  having 
the  advertisement  too  long  because  buying  a  home  is  such  a  big 
event  in  the  life  of  most  families  that  the  members  will  read  every- 
thing you  say  if  they  think  that  it  may  help  them  in  a  choice  of 
a  home. 

But  there  is  danger  of  making  a  long  story  prolix  and  involved. 
Clearness  is  essential  in  a  successful  advertisement. 

At  the  same  time,  it  is  not  necessary  or  desirable  to  tell  your 
whole  story  in  the  advertisement.  An  opening  should  be  left  for 
the  reader  to  make  inquiries  about  the  property,  as  that  is  the  first 
step  toward  real  business. 

The  descriptive  booklet  is  the  piece  de  resistance  of  most  cam- 
paigns because  it  must  be  depended  upon  to  convince  the  prospect 
and  turn  him  into  a  customer. 

THE  REAL  ESTATE  BROKER. 

There  is  a  distinction  between  a  real  estate  dealer  and  a  real 
estate  broker,  and  there  is  likewise  some  difference  in  their  adver- 
tising methods. 


FOR    SALE—REAL,    ESTATE. 


905  HENRY,  EAST;  ONE  OF  THE 
most  desirable  homes  in  Collinsville; 
built  one  year  ago;  lot  6Qxll2;  recep- 
tion ball,  parlor,  diningr  room,  library, 
butler's  pantry  and  kitchen  down- 
stairs; four  bedrooms  and  fine  bath- 
room with  porcelain  t.ufr  and  stationary 
"washstand  upstairs;  largo  attic;  fur- 
flace;  every  comfort  an-i  convenience; 
see  us  about  this  beautiful  home;  you 
can  buy  it  at  a  low  figure.  Savannah 
Trust  Company^ 

611  THIRTY-NINTH  STREET^ 
west;  a  very  nice  home  in  the  south- 
west section;  eight  rooms  and  bath; 
every  convenience;  electric  lights;  we 
can  sell  this  home  for  $3,100  and  you 
can  name  your  own  terms.  Savannah 
Trust  Company. 

NEW  DOUBLE "li6uSE~AT~COR"- 
ner  Thirty-seventh  and  Price;  lot 
fronts  76  feet  on  Thirty-seventh  street; 
each  house  has  parlor,  dining  room  and 
kitchen  downstairs  and  three  bedrooms 
and  line  bath  0:1  second  floor;  large 
piazzas;  young  man,  we  can  show  you 
how  to  live  in  one  of  these  houses  and 
let  the  other  pay  for  the  entire  invest- 
ment; we  can  sell  at  a  low -figure  and 
on  easy  terms.  Savannah  Trust  Com- 
pany..  

HOW  ABOUT  THAT  INVESTMENT 
property  at  corner  East  Broad  and 
State  streets;  you  can  buy  this  at  a 
figure  to  bring  in  20  per  cent.  Savan- 
nah  Trust  Company. 


GW1NN.ETT  STREET,  EAST,  LESS 
than  half  a  block  from  the  Park  Ex- 
tension; an  attractive  -home,  in  good 
condition,  for  $5,000;  best  location  in 
city.  Savannah  Trust  Company. 

~THERE~~fs~~MONEY  IN  APART- 
ments;  you  can  easily  convert  No.  222 
McDonough  street,  west,  into  three 
first-class  apartments;  we  can  sell  at 
a  figure  to  make  it  pay  you.  Savan- 
nah Trust  Company. 


WE  MUST  ENLARGE  OUR  LIST 
of  real  estate  for  sale;  we  receive  calls 
for  property  daily,  which  we  cannot 
fill;  if  you  really  wish  to  selji  your 
home,  see  us;  we  reach  all  classes  of 
purchasers;  when  you  deal  with  us 
your  interests  are  protected  by  the  re- 
sources ol  a  responsible  institution.. 
Savannah  Trust  Company.  ___^ 


Good  Use  of  Classified. 


144  PUSHING   YOUR    BUSINESS. 

The  broker,  as  a  rule,  does  not  buy  property  himself,  but  merely 
acts  for  others  on  a  commission  basis.  He  handles  valuable  income- 
producing  or  high-class  residence  property  rather  than  suburban 
sub-divisions. 

The  class  of  investors  to  whom  the  broker  in  this  kind  of  real 
estate  appeals  can  not  be  influenced  to  any  great  extent  by  the 
sentimental  arguments  that  are  often  effective  with  homeseekers, 
for  instance. 

One  of  the  chief  objects  of  the  real  estate  man  is  to  build  up  a 
clientage — to  secure  and  hold  customers  who  have  entire  confidence 
in  him  and  will  place  all  their  real  estate  business  in  his  hands. 

The  broker  does  not  need  to  advertise  for  sellers.  They  come 
of  their  own  accord,  but  he  does  need  to  advertise  for  buyers.  The 
higher  priced  the  property  to  be  sold  is,  the  more  advertising  it 
takes  to  sell  it,  and  the  more  it  will  pay  to  advertise  it. 

The  copy  best  suited  to  sell  high  class  property  is  full  of  infor- 
mation and  the  most  important  information  is  the  price. 

Special  lists  of  possible  buyers  of  real  estate  can  be  obtained 
by  watching  the  names  in  the  real  estate  transfers  published  in  the 
newspapers.  Personal  letters  making  a  definite  proposition  ought 
to  be  productive  when  sent  to  regular  buyers,  but  a  personal  visit 
is  better  than  a  letter  because  it  leads  to  an  acquaintance  which  may 
result  in  business  advantage  later  on,  if  not  at  once. 

Attorneys  are  also  good  prospects  for  the  real  estate  broker, 
because  they  are  not  only  speculators  in  real  estate  themselves  some- 
times, but  they  have  many  among  their  clients  who  are. 

In  his  booklets,  circulars  and  other  advertising  matter  the  broker 
should  always  tell  exactly  what  services  and  opportunities  he  has  to 
offer.  '  On  a  proposition  like  this  it  is  better  to  send  advertising 
matter  to  the  home  address  of  the  "prospect,"  as  the  chances  are 
that  the  advertisement  will  get  more  attention  there  than  at  the 
business  office. 

There  are  three  ways  in  which  the  real  estate  broker  can  use 
the  daily  newspapers — in  "liners,"  "spaced  liners,"  or  display  ads. 
Experience  shows  that  "classified"  real  estate  ads.  pay  best  in  the 
morning  papers,  because  the  business  man  reads  his  morning  paper 
for  facts  and  figures. 

Spaced  liners  are  better  than  liners  because  they  are  more 
noticeable  and  also  because  they  usually  are  placed  near  the  top  of 
the  column,  giving  the  ad.  the  preference  over  notices  further 
down. 


,Uaid 
Up!" 

I  This  May  lUppcD 
|toYout««norTow 

VO(J  cao'l  «tl  aow  woo  ,0«  ««r  I.D  Jl 

I   .,  ^  «fc  -  .~J-  -»?  «n 

noa  TO.  *fa  lor  ««k  aad  iMenW  «•» 


.i«d  «  «d  CUM  a<»a  B  u  MbM  it. 

Wnu   lo-d4y   loi  OK   iwnntni   koolUt 
-How  lo  Innr.  Yo»f  I.CO.W  »UK 

rv«,  lull  p.rw«W 

Empire   State   Surety  Co. 


,fr.    Ell- 


A  Goo£  New  Year's  Investmeni 


WITH  the  opening  of  the  New  Ye 
how  to  in v«t  your  .urplu.  money.     It  is  I 
roent    that   will    pay    »    good    rate    of  interest   and    yet    it    tale. 
Our  mortgage  certificate.  ba»ed  on  (elected  tint  mortgage*  on  New  York 
City  real  estate  solve  thU  problem  for  yon.    The  interest  m  4V&>  and  tbs> 
certificate*  are  tn  .mount,  of  $200,  $500.  $1.000  and  $5,OOO. 

Tha  S200  rrttifitala  «riU  b*  >oU  1*  d.ilrad   ea  lha  in.lah»a«t  pUa  al  $10  per  JMMk. 

Tk..a  r  arlirir.l..  h..a  all  tha  ad.anla,*.  .1  tU  guaraateW  I 
Ik.  principal  and  intara.t  it  (uaraDtaad  ab.olutal;  bT  Ik.  BOB*  and 
pan.  will,  il.  Capital  andSu.pl...  of  17.500,000  W.  <taka  our  <r*i>r 


but  repr.iant 
Thar  abould 

Our  .«„,! I ,  i .  a  fir.l  roort,M.  Mcivily  .ud,  a.  th.  lax  f.var.  for  aubn  bank.,  I*.  ,n.u r- 
and  .11  eo.Mr.ativ.  l.u.t  u,.«ta».U.    Start  U..  ,.a,  rujfctl/  i....tu>.  «». 


How  Much  Did 
You  Save  in  1910? 


•\TOU  need  not  apologize 
X  for  making  this  your  New 
Year's  thought.  The  de- 
sire for  wealth  has  been  a 
mighty  force  lo  the  world's 
•progress  and  the  road  to 
wealth  always  starts  at  the 
point  where  a  man  begins  to 
save.  Do  you  know  about 

ir  method  of  saving? 

You  can  invest  $10.,  $20., 
$30.— any  amount  per  month 
ur  Mortgage  Certificates 
or  we  can  give  you  a  paid 
up  certificate  for  $200..  $500., 
$1.000.  or  $5,000.  if  you  have 
the  cash  already  saved. 

Your  money  earns  4H  % 
interest  from  the  day  that 
we  receive  it.  The  security 
behind  your  savings  will  be 
first  mortgages  on  New  York 
City  real  estate  and  the  return 
of  your  principal  and  interest 
is  guaranteed  to  yoil  by  a 
Company  that  has  invested 
$400.000,000.  for  its  clients 
without-  one  of  them  ever 

'T.g«Lw°  W  ,.nJ  po.tal 
card  or  the  coupon  for  com- 
plete information. 

TiTtE  GUARANTEE 
AND  TRUST  C9' 

:irt  seoADWAY.  NEW  roajc  crrv 


. 

Two  and  two  will  make  four 
as  Ion*  as  the  world  hits. 

And  81  on  a  $400,000  build- 
In*  is  eternally  132,000. 

But  figure!  are  so  terribly  in- 
faUible  that,  if  extravagance, 
poor  quality,  and  delay  creep 
into  your  building  operation, 
they  will  increase  the  ccst  and 
deplete  the  income. 

On  the  other  hand,  if  you 
ensure  a  maximum  of  Econ- 
omy, Quality  and  Speed.  th« 
income  will  take  care  of  Itself. 

Why  not  see  ui  about  it? 

THOMPSON-STARRETT 
COMPANY 

Building  Conmuclion 
Fil.y-One   Wall  Street 


TO  PUT  TO  SEA 

In  a  leaking  bottom  I*  to  play 
cards  with  the  infinite. 

To  embark  on  a  building 
operation  without  rrottciloa  as 
o  Co.t,  Quality  and  Time,  Is 
to  play  wiih  loaded  dice. 

We  know  of  no  more  ruinous 
Investment  than  a  building  pro. 
ject  that  starts  .out  without 
such  protection-. 

And1  we  kn  <w  of  no  organiza- 
tion better  qualified  than  ours 

furnish  that  protec'loi.' 


Our  Cmrsnteed  Mort^ag  es  are  Ir- 
veslmems  yoi  caa  ssfely  recommend 
to  jour  friends.  There  can  be  ao  loss. 


sleet 


We  reap  what  we  sow— and 
generally  a  lltile  mor 

if  the  X  columns  of 
structure    are    of 
carrylnK  capacity.  t»ie  building 
will  collapse. 

And  If  an  Owner  enters  Into 
a  building  proportion  without 
adequate  protection  against  ex- 
travagance, poor  workmanship 
ord  delays,  the  Income  will 
suffer  In  proportion. 

Obversely,  the  Income  on  his 
Invettmeit  will  be  safe  If  he  i« 
guaranteed  a  maximum  of 
Economy,  Quality  and  Speed. 

We  gun-ante*  all  '*>'"• 


IT  IS  NOT  SAFE 

(or  an  Owner  to  figure  on  an 
income  of  say  8fJ  from  a  build- 
Ing  which  is  to  cost  about 
1 300,000.  and  to  be  completed 
in  about  six  months. 

Because  if  the  building  takes 
ten  months  to  erect,  and  if  It 
costs  $3)0,000,  the  calculated 
Income  will  be  depleted. 

No  Owner  should  enter  upon 
such  a  project  without  full  pro- 
tection against  extravagance, 
poor  workmanship  and  delays. 

That  Is  the  sort  of  protec- 
tion you  will  get  from  us. 

THOMPSON-STARRETT 
COMPANY 

Building  Conitructlon 
Tidy-One   W»U  Street 


ClplUlS  Snrplui,  $7,000,000 


A  NET  INCOME. 

That   means  what   you  «et  alter 

paytntf  every  charije  connected  wtta 


nary  4&%  Investment  does 
so  attractive  with  a  net 
only   2«%.     Kven  the 
have  In  a  bank  or  I 
cost  you  S17.5O  for  taxes 


HOW  ABOUT  ITI 

Are  yoo  one  of  Ikoie  people  who 
will  have  to  die  st  lite  "right  lime"  so 
that  your  family  will  not  be  left  la 
poverty?  la  other  words,  are  yon 
i  with  your  money 


Yon  Do  Not  Need  A 
Financial  Education 

o  invest  your  savings  safely. 
Whether  you  have  $  10  a  month 

o  save  or  •  cash  surplus  of 

1100,000  to  Invest,  you  will 
make  no  mistake  If  you  buy 
the  guaranteed'flMt  mort- 
gage* that  we  furnish  you  on 

4ew  York  City  real  estate. 
Back  of  these  mortgages  Is 

(I)  The    most     valuable   and 


(2)  Our  26   years'  e.perlence 


lending  money  on  mons;ai>  •• 
New  York  City  real  estate.  • 

(J)  The  absolute  guarantee  el 
payment  of  principal  and  Inter- 
est by  the  Bond  and  Mortgage 
duarantee  Co.  with  Its  capital 
and  surplus  of  $7,MO,OOO. 

(4)  Our  guarantee  of  title  with 
our  capital  and  surplus  ol 
$14.000,000.  U 

They  Bear  Interest  at  4i% 

Hundreds  of  millions  of  dollars  have 
been  Invested  In  guaranteed  mortgages 
In  New  York  City,  and  not  one  dollar 
has  ever  been  lost  to  an  Investor. 


amount.  «  •..  per  a»»ta. 
Write  us  about  how  much  yen  might 
r    willing    to    Invest,  and    we   wll 
send  you  our  booklet  "The  Safe  Way 
to  Save,"  or  suitable  Information. 

GUARANTEE 
TRUST  C9 


Your  Share  in  New 
York's  Prosperity 


ff  TOU  know  that  NewYork 
Y  City  real  estate  is  a  good 
JL  investment  but  do  you 
know  that  one  who  can  spare 
only  $10  a  month  can  share  in 
its  profits?  Our  Guaranteed 
first  Mortgage  Certificates  are 
in  effect  small  mortgages  on 
the  most  valuable  and  produ.c- 
tive  real  estate  in  the  world. 
You  do  not  speculate  when  you 
buy  these  certificates.  You 
Invest  your  savings  sa(ely  at  a 
food  rate  of  interest.  They 
are  issued  in  amount*  of  $*», 
$400,  $1,000  and  $5,000.  , 

Th.  payrt.nl  o/  tk.  ^i.cioVl  •«! 
tatneinsjsMSMe.  kyVS  &>4  »•>« 
Murlg.it.  OmnSH  Company  wilk  if. 
capital  and  Miplua  a>  |7.J°O>OB». 


capital  and  Miplua  a> 
W<  at.kt  nyr  o.« 


JiTtE  GUARANTEE 

!AND  TRUST  C9 


Good  Advertising:  Handled  by  The  Siegfried  Company. 


146  PUSHING  YOUR  BUSINESS. 

The  Sunday  newspapers  have  proved  most  effective  for  display 
advertising,,  as  the  Sunday  issues  are  read  more  leisurely  than  busi- 
ness day  issues,  and  they  generally  carry  a  lot  of  real  estate  and 
building  news. 

The  real  estate  sign  board  is  a  useful  form  of  advertising  be- 
cause it  serves  to  keep  the  name  of  the  firm  before  the  public  and 
gives  occasion  for  the  making  of  inquiries  by  persons  interested. 
The  dealer  should  adopt  a  uniform  and  individual  design,  which 
will  crystallize  his  advertising  and  give  him  a  trademark,  as  it 
were.  It  will  be  found  a  good  will  producer. 

"SEE   THE  PROPERTY." 

In  real  estate  advertising  the  very  first  object  in  most  cases  is 
to  induce  the  prospective  buyer  to  see  the  property.  If  you  can  do 
that,  then  it  remains  for  the  merits  of  your  proposition  itself  and 
the  selling  ability  of  your  salesman  to  close  the  deal. 

But  sometimes  possible  purchasers  live  so  far  away  that  it  is 
impossible  for  them  to  visit  the  property  personally.  Then  the 
story  must  be  told  so  fully  and  convincingly  in  the  advertising  mat- 
ter that  the  person  interested  will  feel  that  he  is  just  as  safe  in  deal- 
ing with  you  at  a  distance  as  he  would  be  face  to  face. 

One  of  the  most  important  things  to  be  kept  in  mind  in  real 
estate,  as  in  all  classes  of  advertising,  is  that  confidence  must  be 
inspired  before  you  can  do  business  with  anybody. 

And  telling  the  truth,  the  whole  truth  and  nothing  but  the  truth 
in  your  advertising  is  the  best  way  to  do  it.  Depend  for  effective- 
ness in  your  advertising  upon  the  strong,  compelling  way  in  which 
you  present  the  truth,  not  upon  any  distortion  of  facts  or  high  color- 
ing of  the  truth.  Be  authoritative,  not  supplicating. 

Testimony  of  satisfied  clients  and  references  as  to  your  own 
character,  ability,  experience  and  general  trustworthiness,  and  true 
photographs  of  the  property  to  be  sold,  provide  the  best  possible 
evidence  that  you  and  your  claims  are  worthy  of  the  confidence  of 
those  you  are  trying  to  interest  in  your  real  estate. 

Joseph  P.  Day,  a  well  known  real  estate  auctioneer  and  operator 
in  New  York,  gives  these  good  pointers: 

Getting  people  to  look  at  the  property  is  half  the  battle.  And  after 
an  advertisement  has  "pulled"  a  large  number  of  visitors,  if  no  sales 
follow,  the  fault  lies  either  in  the  fact  that  the  copy  made  unfounded 
statements,  that  the  property  is  not  good,  or  that  the  auctioneer  is  a  poor 


148  PUSHING  YOUR  BUSINESS. 

salesman.  An  advertisement  which  exaggerates  is  dangerous.  The  man 
who  reads  of  a  flowery  paradise  and  finds  a  desert  waste  will  never  buy. 
Yet  this  same  man,  if  he  had  not  been  led  to  expect  too  much,  might  have 
been  glad  to  invest  in  desert  property. 

REAL  ESTATE  TALKING  POINTS. 

Good  talking  points  for  real  estate  advertising  will  be  found  in 
the  following  list: 

Convenience  of  location. 

Healthfulness — pure  air  and  water,  good  drainage. 

Pleasant  surroundings. 

Transportation  facilities. 

Good  neighbors. 

Good  climate. 

Cheapness  of  living. 

Public  improvements — water,  gas,  electric  light,  sewers,  pavements, 
sidewalks,  parks,  boulevards,  wide  streets,  shade  trees. 

Churches,  schools,  art  galleries,  libraries,  museums,  stores,  hotel. 

Low  price  of  property,  easy  terms,  discount  for  cash,  instalment  pay- 
ments. 

Probability  of  increase  in  value — growth  of  population,  new  industries, 
new  railroads  and  trolleys,  prosperity  of  the  region. 

Natural  beauty  and  attractiveness,  nearness  of  recreation  places. 

The  amount  invested  in  the  industries  of  the  place. 

Aggregate  wages  paid. 

Large  amount  and  value  of  products  of  place. 

Favorable  shipping  facilities. 

Best  locations  going  quickly — "Last  opportunity." 

Good  home  place. 

Mail  delivery. 

Growth  of  realty  values  in  past  few  years. 

Actual  examples  of  increased  value. 

Photographs  of  property. 

Low  taxes.     No  taxes  for  a  long  time. 

No  interest  on  deferred  payments. 

No  charge  for  deed.    Free  and  perfect  title  guarantee. 

Property  bought  ahead  of  improvements  so  that  low  prices  can  be 
offered. 

Buy  before  and  not  after  further  improvements  are  made. 

Large  demand  for  houses. 

Extensive  house  building  going  on. 

Building  restrictions. 

Large  number  of  lots  bought  by  persons  familiar  with  the  property. 

Buying  for  children's  benefit — better  place  in  which  to  bring  them 
up  and  property  may  make  them  independently  rich. 

Buying  real  estate  intelligently. 

Buying  real  estate  on  instalments  compels  economy  and  gives  an  object 
in  life— something  to  work  for. 


REAL  ESTATE  ADVERTISING.  149 

Grasping  opportunities. 

Scenic  attractions. 

Free  railroad  tickets  or  free  automobile  trip  to  see  the  property. 

Public  and  private  improvements  in  progress  increasing  value  of  all 
property  in  vicinity. 

Well-known  persons  who  have  bought  lots  or  are  building  homes. 

Future  of  property  protected. 

Prices  go  up  on  a  certain  date. 

Safety  of  investment  in  land  combining  rural  and  city  advantages, 
with  drawbacks  of  neither. 

Police  and  fire  protection. 

Height  above  sea  level. 

Nearness  to  large  cities. 

Increase  in  assessed  valuation  of  community. 

Sending  maps  of  property  upon  request. 

Landscape   gardening. 

Low  railroad  fare. 

Rent  pays  for  home. 

Certificate  of  title  furnished. 

The  "unearned  increment." 

Let  the  operation  of  a  great  natural  law  work  for  your  benefit. 

The  importance  of  "doing  it  now." 

Laying  the  foundation  of  a  fortune. 

Only  a  small  sum  down  needed  to  secure  a  lot. 

Large-sized  lots. 

Good  real  estate  a  "live"  asset. 

Non-forfeiture  clause  in  case  of  lapsed  instalment  payments. 

Real  estate  the  only  genuinely  safe  investment. 

Get  ahead  of  the  masses. 

Assessors*  figures. 

Make  real  estate  your  savings  bank. 

Compare  prices  with  those  of  similarly  located  property. 

Example  of  successful  men  who  have  invested  in  real  estate. 

Quotations  from  men  of  prominence  urging  investment  in  realty. 

Social  life. 

The  foundation  of  all  realty  value  is  utility.  That  is  evidenced  by 
rent,  which,  capitalized,  forms  value. 

No  saloons  in  neighborhood. 

Think  it  over  and  consult  with  your  wife. 

Advertising  value  of  an  office  in  a  prominent  building. 

Giving  the  children  a  chance  in  the  suburbs. 

Own  a  house  to  live  in,  don't  just  rent  a  house  to  stay  in. 

Experience  qualifying  to  get  best  results  in  managing  property. 

Get  away  from  the  noisy,  dusty,  crowded  city. 

The  following  analysis  of  the  sale  of  a  lot,  by  a  student  of  the 
Sheldon  School  of  Salesmanship,  ought  to  be  helpful  to  writers  of 
real  estate  advertising: 


150 


PUSHING  YOUR  BUSINESS. 


f  1.  Location 


2.  Description 


1.  Relative. 

2.  Exact. 


f  1.  Size 


2.  Price 


3.  Income 


1.  Of  lot. 

2.  Of  building. 

1.  Direct. 

2.  Comparative 

1.  Gross. 

2.  Expenses. 


1.  Water. 

2.  Insurance. 

3.  Taxes. 


3.  Its  future 


f  1.  His  rela- 
tion to 
property 


2.  Showing 
property 


3.  Closing  sale 


f- 

(3. 


Accessibility  being  increased. 
Property  adjacent  being  improved. 
General  growth  in  that  direction. 


1.  For  a  home. 

2.  For  an  investment. 


As  a  home 


As  an  in- 
vestment 


ii 


1.  Exposure. 
Construction. 
Surroundings. 


1.  Cars. 

2.  Schools. 

3.  Churches. 


f  1.  Durability. 
!  2.  Fire  protection. 
1  3.  Net  returns. 


4.  Future  value. 


1.  Taking  deposit. 
°.  Clearing  title. 
3.  Final  papers. 


The  love  of  home,  the  desire  to  own  his  own  home,  the  security 
of  land — these  all  appeal  just  as  much  to  the  farmer  as  to  the  city 
dweller,  as  human  nature  is  the  same  everywhere.  Therefore,  very 
similar  arguments  can  be  used  in  selling  either  farm  land  or  city 
property.  By  the  same  token,  studying  the  advertising  methods 
of  the  Western  farm  land  operator  as  well  as  those  used  by  the 
New  York  realty  companies  will  be  beneficial  to  anyone  who  has  real 
estate  to  sell  and  wants  to  dp  it  by  advertising. 


REAL  ESTATE  ADVERTISING. 


151 


SOME  RESULTFUL  ADVERTISING. 

The  author  thinks  this  sufficient  warrant,  therefore,  for  repro- 
ducing here  some  resultful  advertising  matter  prepared  by  himself 
for  both  a  New  York  suburban  proposition  and  a  Western  land 
company. 

Following  is  part  of  a  circular  written  for  the  New  York 
operator: 

This  is  a  plain,  common-sense  talk  about  real  estate  investment  in 
the  suburbs  of  New  York. 

I  want  to  speak  to  you  just  as  frankly  and  earnestly  as  though  you 
were  my  closest,  personal  friend  and  had  dropped  into  my  office  and  drawn 
up  your  chair  for  a  chat  and  some  friendly  advice. 


WANTED     'Midland  Ave.  $5,600 

WW     ••    •*       •       •*  ™^  ,Tw<>-f»inttv     «i)d*  OK*     (If     Ih*     fin*-* 


AUTOMOBILE 


bHtaM  uttsfactorily. 

^rqd  />i.  Van   patten 

600.  501,  502,  BOS  Snow  Building 
Who  Ha*  Real  Bamlni  in  meal  Zitoto. 


t  Jo-! 

finUti.      hardwood      fl<v>r«.      cercn      r.ico 

renterT  Howe  in   t,vl<\a*s  c-mditlon. 


$6.500  house  in  S.vrs 


for  *5.000. 


James  St.,  $6,000 

New    lionie.    beautiful    flniel,.    mui 
ew    features,    up    to    <leto    «     »'*n 
jas\       rwwct.       Hardwood     floors     iipfetiln 
I       urn)    dr>trn-§talr».      m«am    h/»l.      The 
decoration*  md  fcrtorw  In   thin  houw 
rim't   be 


CltM, 


.  Van   patten 

600.  501,  503,  503  Snow  Building 
WHO  SELLS  THE  EARTH 


Red  Hot 

Right  Off  the 

Griddle 


$6,000 


/*.  Van  ?aften 

600.  501,  502,  503  Snow  Building 

The  "VAlf"  that  can  more  your  Meal 
Eiitat*  nnickly  and  safely. 


Mr.  Van  Patten  is  the  most  aggressive  Real  Estate  Advertiser  in  Syracuse,  N.  Y. 
His  face  is  his  trademark. 

Of  course,  you  want  to  make  money.  You  are  considering  the  sub- 
ject of  real  estate  investment,  not  from  a  patriotic  motive  or  for  any  sen- 
timental reasons. 

It  is  business,  pure  and  simple. 

The  way  to  make  money  in  real  estate  IS  TO  SELL  LAND  FOR 
MORE  THAN  IT  COSTS  YOU. 

I  propose  to  tell  you  how  this  can  be  done  in  New  York  suburban 
real  estate. 

At  the  very  outset,  there  are  several  facts  I  want  to  impress  upon  you. 

In  the  first  place,  dismiss  from  your  mind  the  idea  that  you  must  have 
a  large  amount  of  money  in  order  to  invest  profitably  in  New  York  realty. 

Many  persons  defer,  from  time  to  time,  investing  in  real  estate  because 
the  sum  of  money  they  have  at  hand  seems  too  little. 

Putting  it  off  like  that  only  keeps  them  back  so  much  longer  from 
success. 


152  PUSHING  YOUR  BUSINESS. 

As  little  as  $10  a  month — a  sum,  which,  perhaps,  you  now  spend  fool- 
ishly or  waste  absolutely — is  all  you  need  to  start  you  on  the  road  to  safe 
and  profitable  investment. 

INVESTMENT  AND  SPECULATION. 

Another  thing,  buying  suburban  real  estate  wisely  is  not  speculation. 

It  is  investment. 

And  there's  a  difference. 

If  you  SPECULATE,  you  have  a  small  chance  of  gain  and  a  very 
great  probability — almost  a  certainty — of  loss. 

In  speculation,  you  depend  upon  luck,  which  is  a  mighty  poor  depend- 
ence, indeed. 

In  investment,  you  depend  upon  facts,  reasons,  common  sense,  and 
these  are  a  mighty  good  dependence. 

Those  who  speculate  do  not  know  that  they  will  profit. 

They  scarcely  believe  that  they  will. 

They  only  hope  that  they  will. 

They  pin  their  faith  to  a  mere  chance — a  gamble,  for  speculation, 
whether  "on  the  Stock  Exchange  or  elsewhere,  is  simon  pure  gambling. 

I  take  it  for  granted  that  you  want  to  have  nothing  to  do  with  that. 

For  thousands  of  persons,  the  chance  of  enormous  profits  by  specula- 
tion is  a  greater  inducement  than  the  almost  absolute  CERTAINTY  of 
more  conservative  gains  by  wise  investment. 

That  is  because  there  are  so  many  foolish,  unthinking  people  in  tb" 
world. 

LAND  A   SUBSTANTIAL  REALITY. 

But  let  us  consider  real  estate  investment. 

To  begin  with,  in  buying  land— any  land— you  get  something  tangible. 

There  is  something  REAL  back  of  the  document  that  gives  you  title 
to  ANY  piece  of  real  estate. 

Land  cannot  burn  up. 

An  earthquake  can't  destroy  it. 

It  cannot  be  blown  away  by  a  cyclone. 

Nobody  can  run  off  with  it. 

It  is  as  firm  and  lasting  as  the  earth  itself  of  which  it  is  a  part. 

But  there  is  land — and  land. 

Your  probability  of  profit — the  reasonableness  of  all  real  estate  invest- 
ment— rests  on  this  fact: 

UNDER  CERTAIN  CONDITIONS,  LAND  IS  VALUABLE  AND 
IS  SURE  TO  GROW  IN  VALUE. 

Therefore,  the  course  for  the  wise  investor— whether  he  has  much  or 
little  to  invest — is  simply  this: 

Learn  what  those  conditions  are. 

Learn  where  they  exist  to  the  greatest  extent. 

Then  buy  land  there  and  let  the  natural,  inevitable  development  re- 
ward you. 

That's  how  money  is  made  in  real  estate. 

But  let  me  go  a*  little  further. 

Because  I  used  the  word  "learn"  do  not  think  that  there  is  anything 
difficult  to  understand  or  mysterious  about  the  matter  of  real  estate  values. 


REAL  ESTATE  ADVERTISING. 


153 


You  probably  know  now  what  the  conditions  of  real  estate  growth 
are,  though  perhaps  you  have  never  applied  your  knowledge  in  a  practical 
way. 

Isn't  it  just  as  true  of  land  as  it  is  of  anything  else  that  is  bought 
and  sold,  that,  as  demand  increases  and  supply  decreases,  the  price  goes  up  ? 

That  is  why,  as  a  very  general  rule,  the  value  of  a  piece  of  property  is 
in  direct  ratio  to  the  number  of  people  who  want  it. 

In  other  words,  growth  of  population  and  growth  in  real  estate  values 
go  hand  in  hand. 

This  is  a  simple  fact  which  has  as  many  striking  proofs  as  there  are 
towns  and  cities  in  the  world. 

You  KNOW  this  is  true,  so  it  is  useless  to  waste  time  and  space  in 
saying  anything  more  on  that  point. 

But  perhaps  you  have  never  been  made  to  realize  fully  that  in  New 
York  City  and  its  suburbs  the  conditions  for  great  and  rapid  growth  in 
real  estate  exist  in  the  highest  degree. 

THE  NEW  SITUATION  AT  NEW  YORK. 

Briefly  stated,  here  is  the  new  situation: 

After  causing  Manhattan  to  be  built  up  solidly,  the  ceaseless  flow  of 
the  great  stream  of  humanity  crossed  the  Harlem  River  on  the  North 
to  spread  out  and  make  the  Bronx. 


Let  the  city  of  St.  Louis 
make  money  for  you. 
It  is  growing  fast  and  fortunes 
are  to  be  made  by  juditious 
investment  in  real  estate  here. 
When  you  invest  wisely  in  real 
estate  you  merely  take  what  a 
natural  law  puts  into  your  hands. 
f-  have  an  excellent  opportunity  for  you- 
to  make  an  A  No.  1  Investment  with  a 
moderate  amount  of  money. 
I  can't  say  all  there  Is  to  say  about  tt 
In  this  small  advertisement. 
Better  see  me  about  It  to-day. 
My  real  estate  list  will  tell  you  about 
other  opportunities. 

A.  H.  Frederick 

[R.at    Estate    and   Financial    A««at 
111  N.  Seventh  »». 


INHERE  is  nosafer  investment 
than  real  estate.  The  great- 
est security  on  earth  is  the  earth 
itself.  Land  can't  burn  up.  It 
can't  blow  away.  No  one  can 
steal  it. 

Heal  estate  Is  also  tit*  most  profitable  In- 
vestment—if you  Invest  wisely. 
If  you  know  St.  lonls  rral  estate  well  «'nd 
nave  confidence  in  your  own  Judihncnt, 
all  Hunt— you  probably  don't  neod  my 
help,  lint  If  you're  not  sure  about  It,  but 
want  to  'bi]v  nvll.or  build,  better  see  me 
as  soon  as  you  can. 

It  won't  cost  you  anything  to  talk  it  oyer, 
/nnrt  then  there's  my  frc«  list  of  St.  Louts 
real  estate  opportunities. 

A.  rL  Frederick, 

Reil    Estate    and    Financial    Agent, 
Ml  N.  Seventh  St. 


AN  empty  house  is'better  than 
a   bad   tenant,  but  a  house 
constantly     occupied    hy    a, 
good  tenant  is  the  ideal  condition. 

Do  you  have  any  trouble  about  your 


I  collect  rents  promptly,  manage 
estates  economically,  secure  loans  at 
low  rale  of  In'ercst  and  sell  property 
quickly. 

My  list  of  St.  Louls~"real  estate  Invest- 
ment opportunities  probably  contains 
something  you  want. 

Better"  get  it  to-day. 

A.  H.  Frederick, 

Real  E&tate  and  Financial  Agent, 
III  N.  Seventh  St. 


Real  Estate  Advertisements  Written  by  the  Author. 


Then  it  rushed  over  the  East  River  bridges  to  populate  Brooklyn  and 
the  Long  Island  suburbs. 

Now  it  is  about  to  be  turned  strongly  in  a  new  direction  by  the  three 
new  railroad  tunnels  under  the  Hudson  River  from  Manhattan  to  New 
Jersey. 

That  section  of  the  State  long  ago — even  before  tunnel  connection 
with  New  York  was  even  dreamt  of — derived  great  benefit  from  its  near- 
ness to  the  metropolis. 

It  has  grown  steadily  and  rapidly.     Latterly,  in  anticipation  of  the 


154  PUSHING  YOUR  BUSINESS. 

closer  union  with  New  York,  as  well  as  on  account  of  the  general  pros- 
perity of  the  country,  the  development  has  been  very  rapid  indeed. 

THIS  HAS  BEEN   PROVED. 

Now,  it  has  been  proved  over  and  over  again,  and  as  clearly  and  con- 
clusively as  anything  can  be  proved,  that  new  or  improved  means  of  rapid 
transit  anywhere  in  or  around  New  York  always  result  in  an  unusual 
growth  of  the  territory  affected,  and  a  sure  advance  in  real  estate  values. 

The  opening  of  the  Subway  to  the  Bronx  is  a  case  in  point. 

That  caused  an  increase  of  several  hundred  per  cent,  in  land  values 
ALMOST  IMMEDIATELY. 

You  don't  have  to  be  a  lawyer  or  a  great  business  man  to  see  the 
force  of  this  argument. 

Doesn't  your  plain,  ordinary  common  sense  tell  you  that  the  tunnels  to 
the  New  Jersey  suburbs  of  New  York  create  a  distinct  opportunity  for 
the  man  who  makes  a  well  advised  investment  in  real  estate  there  now? 

There  has  been  no  secret  about  these  New  Jersey  tunnels. 

People  have  known  for  ten  years  or  more  that  they  were  to  be  built. 

But  until  very  recently  it  cannot  be  said  that  the  tunnels  had  very 
much  influence  on  New  Jersey  real  estate. 

Now,  however,  it  is  different. 

The  tunnels  are  almost  done. 

The  result  is  that  now  investors  and  homeseekers  are  waking  up  to 
the  grand  opportunity,  and  prices  of  property — even  such  as  is  likely  to 
be  only  indirectly  benefited  by  the  tunnels — are  beginning  to  advance. 

What  has  taken  place  in  Brooklyn,  the  Bronx  and  elsewhere  around 
New  York  is  going  to  be  repeated  in  the  New  Jersey  suburbs,  and  those 
who  are  wise  enough  to  do  as  others  did  with  their  opportunity  elsewhere 
will  surely  make  money  here. 

FACTS,   NOT  GUESSWORK. 

This  prediction  is  not  built  on  mere  guesswork.    It  has  a  sounder  basis. 

Effects  are  never  without  their  causes. 

There  are  laws  in  real  estate  as  certain  in  their  operation  as  those 
in  the  realm  of  science. 

That  is  why  real  estate  experts  are  able  to  forecast  results  from  their 
knowledge  of  cause  and  effect  in  property  values. 

Doing  away  with  the  tedious  and  unpleasant  ferrying  across  the  Hud- 
son River  will  save  from  twenty  to  thirty  minutes  in  the  time  required  to 
go  from  the  New  Jersey  suburbs  to  the  business  center  of  New  York. 

That  is  the  same  as  bringing  those  places  miles  nearer  to  New  York. 

MINUTES  MEAN  DOLLARS. 

The  value  of  every  house  and  lot  in  these  suburbs  ought  to  be  in- 
creased at  least  $oO  for  every  minute  clipped  off  the  time  required  to  get 
to  the  city. 

There  isn't  the  slightest  doubt  about  that. 

It  is  reasonable,  and,  more  than  that,  the  same  thing  has  occurred 
in  other  places  under  similar  circumstances. 


REAL  ESTATE  ADVERTISING. 


155 


Following  is  an  extract  from  a  leaflet  written  for  the  Colony 
Farm  Homes  Association  of  St.  Louis,  Mo. : 

What  are  you  living  and  working  for?  I'm  not  asking  that  thought- 
lessly, nor  is  this  to  be  a  sermon.  I  ask  the  question  simply  to  set  you 
thinking. 

A  FEW  WORDS  WITH  THRIFTY  FARMERS. 

Do  you  want  to  work  all  your  days  for  little  more  than  a  bare  exist- 
ence and  leave  your  children  a  legacy  of  more  hard  work  and  mortgages 
to  pay? 

That's  about  the  way  it'll  be  if  you  keep  on  working  an  expensive, 
more  or  less  unproductive,  farm  in  an  older  settled  part  of  the  country. 


Jait  Nancy's  Letter 
to  Her  Friend  Mar- 
gery —  That/s  AH 


This  Will  Do  for  a  Change. 


Why  not  stop  working  against  heavy  odds  and  go  to  Northern  Texas, 
the  land  of  health,  wealth  and  contentment,  where  you  can  quickly  become 
independent  and  give  your  children  the  chance  they  ought  to  have? 

If  you  have  never  considered  leaving  the  hard,  unpleasant,  unprofitable 
farming  conditions  where  you  are  now  and  moving  to  this  best  part  of  the 
great  new  Southwest,  THINK  ABOUT  IT  SERIOUSLY  NOW. 

Read  every  word  of  the  Mendota  Colony  Farms  booklet  I  have  sent  you. 

It  tells  you  about  your  greatest  opportunity — just  the  opportunity 
that  you  have  been  looking  for  all  these  years. 

It  tells  you  about  the  Mendota  Colony  Farms  in  the  Washita  and  Red 
Deer  Valleys  of  the  Eastern  Pan  Handle  of  Texas,  where  you  can  buy 
ten  acres  of  land  for  what  one  acre  costs  you  where  you  are  living. 

And  it's  better  land,  too. 


156  PUSHING  YOUR  BUSINESS. 

WHAT  THIS  MEANS  TO  YOU. 

It  tells  you  how,  with  the  same  amount  of  work,  you  can  get  much 
larger  returns  than  you  are  getting  now,  and  all  the  time  you  and  your 
family  can  live  in  the  most  delightful  and  healthful  climate  in  the  United 
States — in  the  Highlands  of  Texas. 

There  are  some  things  about  the  Mendota  Colony  Farms  that  I  did  not 
touch  upon  when  I  wrote  that  booklet,  and  there  are  others  I  did  mention 
that  I  want  to  emphasize,  so  I'm  writing  this  circular. 

I  want  you  to  consider  that  what  I  say  here  is  just  as  personal  to  you 
as  if  you  were  one  of  my  neighbors  or  friends  and  had  come  over  to  my 
place  for  a  little  visit  and  to  get  some  advice  from  me. 

SOME   PERSONAL  ADVICE. 

Now  I  want  to  tell  you  that  if  you  were  a  relative  of  mine  or  my 
closest  friend  I  WOULD  NOT  and  COULD  NOT  give  you  any  better 
advice  than  I  am  giving  all  readers  of  that  booklet  when  I  say 

"Get  one  of  the  Mendota  Colony  Farms  now." 

I  was  born  on  a  farm.  I  was  raised  in  the  country,  and  for  the  last 
twenty-five  years  I  have  been  engaged  in  buying  and  selling  lands  in  the 
West  and  Southwest. 

During  that  time  I  have  made  a  pretty  close  study  of  soils,  crops  and 
agricultural  matters  generally 

I  know  good  land  when  I  see  it. 

For  a  long  time  I  had  watched  the  situation  in  the  Pan  Handle  of 
Texas.  I  knew  that  the  cattle  men  there  couldn't  hold  those  great  fertile 
tracts  much  longer  against  the  flood  of  homeseekers  swarming  into  this 
"Last  West"  of  the  United  States. 

VIRGIN  SOIL,  READY  FOR  THE  PLOW. 

I  knew  that  rich,  well-watered  soil  five  or  six  feet  deep,  was  too  good 
to  be  used  for  grazing  purposes  alone,  when  there  were  thousands  of 
farmers  looking  for  just  such  virgin  soil,  all  ready  for  the  plow. 

The  ranchmen  realized  what  was  coming,  too.  They  knew  that,  sooner 
or  later,  they  would  have  to  sell  out  and  move  out. 

But  they  did  not  propose  to  sell  their  lands  piecemeal  to  small  farmers. 
They  would  sell  only  in  big  tracts. 

That's  where  the  Colony  Farm  Homes  Association  came  in. 

I  made  up  my  mind  there  was  going  to  be  an  immense  demand  for 
this  land — especially  in  the  fertile  Washita  and  Red  Deer  Valleys,  in 
Hemphill  County,  where  the  land  is  best  adapted  for  diversified  farming. 

I  had  no  difficulty  in  interesting  some  St.  Louis  business  men  in  this 
land.  They  said: 

"Let  us  buy  a  tract  of  this  land  while  it  is  cheap  and  open  it  up  to 
homeseekers." 

The  Colony  Farm  Homes  Association  was  formed,  and  a  committee 
was  sent  to  investigate  the  situation  in  the  Eastern  Pan  Handle,  adjoining 
the  rich  lands  of  Oklahoma,  now  all  sold  and  occupied. 

When  the  35,000-acre  tract  at  Mendota  was  offered  us  we  fairly  jumped 
at  the  chance. 


REAL   ESTATE   ADVERTISING.  157 

RIGHT  ON  THE  RAILROAD. 

Here  was  a  beautiful  stretch  of  rolling  land,  abundantly  watered,  soil 
a  rich  chocolate  loam,  all  ready  for  the  plow,  the  land  free  from  timber 
and  brush,  and  all  of  it  WITHIN  SIX  MILES  OF  THE  MAIN  LINE 
OF  A  GREAT  TRANSCONTINENTAL  RAILROAD. 

Do  you  wonder  we  grasped  the  opportunity? 

Now  we  are  passing  this  opportunity  on  to  you. 

The  question  is,  will  you  take  advantage  of  it?  Will  you  take  enough 
interest  to  go  on  one  of  the  low-priced  excursions  to  Mendota  to  see  with 
your  own  eyes  what  kind  of  land  you  can  buy  now  for  from  $8  to  $18 
an  acre? 

All  of  this  land  will  be  sold  to  farmers,  and  that  quickly. 

I  do  not  hesitate  to  say  that  every  man  who  buys  a  farm  in  the  Men- 


A  Beautiful  Lot 


I  am  not  going  to  tell  you  exactly  on  what  street  it  is 
located  (if  you  knew  now,  you  would  hurry  to  buy).  Is  in 
one  of  the  most  aristocratic  sections  of  this  grand  old  city  and 
beautiful  homes  and  very  expensive  homes  are  all  around.  'Tis 
on  one  of  the  best  known  streets,  where  things  are  beautiful- 
Lot  is  100  and  over  200  feet  to  alley,  and  elevated  about  4 
feet,  and  then  level.  Has  pretty  shade.  Lot  can  be  divided  if 
you  want  1-2  of  it.  Price  reduced  to  $2,000. 

Now,  let  me  say  this :  You  can't  beat  this  for  price,  loca- 
tion and  beauty  to  save  your  life.  Now,  then ! 

CARL    H.    FISCHER, 

Bell  Phone  3860.  1114  Fourth  National  Bank  Bldg. 


It  may   be  a  beautiful  lot,    but  this    is    not   a    beautiful    ad.     There  is    too    much 

mystery  in  it.    The  buyer  is  bound  to  see  the  property  anyway,  so  why 

not  tell  him  where  it  is  and  not  waste  your  space  and  his  time  by 

such  a  blind  announcement  as  this  ?    Exact  information  is  what 

the  real  estate  buyer  wants.    While  you  are  trying  to 

excite    his     curiosity    somebody    else    may    be 

selling  him  a  definite   piece    of   property. 


158  PUSHING  YOUR   BUSINESS. 

dota  tract  now  and  works  it  faithfully  will  be  comfortably  well  off  five 
years  from  now. 

He  ought  to  be  a  rich  man  in  ten  years. 

It  can  be  done,  because  it  has  been  done  and  is  being  done  right 
there  in  Hemphill  County  on  land  not  as  good  as  ours. 

IN  THE  HEART  OF  CIVILIZATION. 

Remember  this  is  not  a  wilderness.  The  town  of  Canadian,  about  11 
miles  from  the  Mendota  Colony  Farms,  has  a  population  of  1,200.  It  has 
excellent  churches,  stores  and  schools.  There  is  located  at  Canadian  a 
college  attended  by  children  of  farmers  for  many  miles  around. 

This  town  is  only  a  few  years  old.  We  expect^  that  Mendota,  the  new 
town  on  our  property,  will  grow  as  fast  as  Canadian  has  grown. 

Every  buyer  of  at  least  80  acres  of  the  Mendota  Colony  Farms  land 
will  have  a  special  interest  in  the  growth  of  Mendota,  as  he  will  be  given 
a  50xl50-foot  town  lot  free. 

In  all  that  I  tell  you  about  the  Mendota  Colony  Farms  I  purposely 
UNDERSTATE  rather  than  OVERSTATE  the  facts. 

The  point  is  this:  I  want  you  to  see  the  land,  and  to  be  agreeably 
surprised  when  you  do  see  it. 

VISITORS   ALWAYS   SATISFIED. 

That's  the  way  it  has  been  with  everybody  I  have  taken  down  there, 
and  the  more  the  visitor  knows  about  soils  and  practical  farming,  the  more 
enthusiastic  he  becomes  when  he  personally  investigates  the  Mendota 
Colony  Farms. 

If  you  can't  go  yourself  now,  you'd  better  send  some  member  of  your 
family  to  look  at  this  land  and  make  a  reservation  for  you. 

You  can't  tell — this  land  may  be  all  sold  in  a  few  months.  One  thing 
is  certain,  prices  will  go  up;  so  it  won't  pay  you  to  put  this  matter  off. 

Go  yourself,  and  get  some  of  your  neighbors  to  go  with  you.  If  you 
can't  possibly  go,  you  will  be  doing  your  friends  a  kindness  to  urge  them 
to  do  so,  at  any  rate. 

But  if  THEY  go  and  get  one  of  the  Mendota  Colony  Farms  and 
begin  to  prosper  very  quickly  it  won't  help  YOU  any— YOU  SHOULD 
GO,  TOO,  IF  YOU  POSSIBLY  CAN. 

YOU  CAN  TRUST  US. 

You  can  have  perfect  confidence  in  doing  business  with  us.  This 
Association  is  made  up  of  straightforward,  honest  men,  who  will  give 
you  a  square  deal. 

Moreover,  it  will  pay  you  to  deal  with  us,  because  we  employ  very  few 
agents,  and  by  selling  direct  to  you  we  cut  out  agents'  commissions  and 
give  YOU  the  benefit  of  the  saving,  which  amounts  to  a  good  deal — more 
than  a  hundred  dollars  in  some  cases. 

Our  terms  are  easy,  one-third  of  the  total  purchase  price  down,  and 
balance  in  equal  payments  due  in  one,  two,  three  and  four  years,  with  6 
per  cent,  interest  on  deferred  payments. 


liii  I  ypfilir  II 

triiill!;]];     N  itii  EL®  i!i    ul      liiiH; 


160  PUSHING  YOUR   BUSINESS. 

Yon  will  be  able  to  pay  for  your  farm  from  the  profits  of  the  first 
two  or  three  years— probably  before  the  payments  are  due. 

DO  SOMETHING  ABOUT  THIS  NOW. 

If  you  buy  at  least  160  acres  we  will  refund  your  railroad  fare  to 
Mendota  and  return  on  your  trip  of  investigation. 

If  you  want  to  go  on  one  of  the  low-priced  excursions  to  Mendota, 
either  now  or  a  little  later,  please  fill  out  the  coupon  below,  tear  it  out 
and  mail  it  to  me  TO-DAY,  so  that  I  may  know  when  to  expect  you. 

In  response  to  a  request  for  information  concerning  the  campaign  of 
which  the  large  advertisement  of  Midwood  Manor  reproduced  in  this 
chapter  was  a  part,  The  Siegfried  Advertising  Agency,  New  York,  fur- 
nished this  information: 

The  particular  campaign  of  which  you  saw  examples  can  hardly  be  con- 
sidered by  itself  in,  saying  anything  about  the  advertising  of  Wood,  Har- 
mon &  Company. 

Early  this  year  Mr.  William  E.  Harmon  decided  upon  an  aggressive 
sales  campaign.  This  fact  is  only  of  interest  because  the  general  feeling 
among  real  estate  men  was  that  it  would  be  a  very  poor  year  for  that 
business.  Mr.  Harmon's  estimate  of  the  situation  has  proved  true,  because 
the  year  to  date  has  been  the  largest  in  the  history  of  their  business.  Mr. 
Harmon  is  a  great  believer  in  advertising,  so  that  through  the  spring  and 
summer  the  name  of  Wood,  Harmon  &  Company  and  the  particular  prop- 
erties which  they  wanted  to  sell  have  been  continuously  before  the  New 
York  public. 

There  were  instances  in  some  of  the  first  advertising  of  the  year  where 
the  cost  of  advertising  was  more  than  paid  for  by  the  commissions  saved 
on  sales,  and  this  on  property  which  had  been  put  upon  the  market  two  or 
three  years  ago.  The  market  seemed  so  good  that  it  was  decided  to  try 
some  new  property.  A  property  was  opened  and  called  Flatbush  Gardens. 
The  advertising  of  this  particular  property  was  confined  to  two  New  York 
papers,  and  one  advertisement  was  a  double  page.  The  results  of  this  cam- 
paign showed  an  advertising  cost  on  sales  of  1  per  cent.  In  other  words, 
$600,000  worth  of  property  was  sold  at  an  advertising  cost  of  $6,000. 

This  particular  sale  brought  out  a  great  many  people  who  wanted  a 
better  kind  of  property.  Wood,  Harmon  &  Company  decided  to  further  test 
the  market  by  offering  for  sale  one  of  the  choicest  properties  they  owned 
in  Brooklyn.  This  they  called  Midwood  Manor.  Through  the  previous  ad- 
vertising and  leads  which  salesmen  had  already  through  the  opening  of 
Flatbush  Gardens,  along  with  vigorous  use  of  circulars  to  old  customers 
and  to  people  who  had  replied  to  previous  advertising,  this  new  property 
began  to  sell.  An  advertising  campaign  of  $16,000  was  outlined.  The  half- 
page  preliminary  advertisement  appeared  on  August  20.  This  was  followed 
a  week  later  by  the  use  of  half  pages  in  some  of  the  New  York  papers  and 
double  pages  in  the  Brooklyn  "Eagle,"  New  York  "Herald,"  "Times," 
"Evening  Journal"  and  "World."  The  immediate  results  of  this  advertising 
were  not  such  as  to  produce  a  sensation  in  sales.  The  probable  explanation 
of  the  quieter  response  lies  in  the  fact  that  it  was  high-priced  property. 
The  sale  has  been  steady  and  continuous  from  the  first,  until  to  date  more 
than  $1,000,000  worth  of  this  property  has  been  sold,  at  an  advertising  cost 
of  less  than  $10,000. 


CKAPER   X. 

Insurance  Advertising. 

INSURANCE  is  practically  indispensable  now-a-days.  Every 
person  with  an  income  sufficient  for  more  than  the  bare  neces- 
sities of  life  is  a  good  life  insurance  prospect.  Every  property 
owner  is  a  fit  subject  for  the  attack  of  the  energetic  fire  insurance 
agent.  On  account  of  this  universality  of  appeal,  therefore,  there 
is  a  great  deal  of  competition  in  the  insurance  business. 

Where  there  is  competition  there  ought  to  be  advertising,  and 
as  in  every  other  competitive  business,  the  better  the  advertising,  the 
better  the  business. 

Personal  solicitation  plays  a  more  important  part  in  the  insur- 
ance business  than  in  almost  any  other  line  of  endeavor.  But  good 
advertising  helps  the  solicitor  very  much.  In  the  first  place,  by 
making  the  name  of  his  company  better  known  through  general 
publicity,  and,  secondly,  attractive  and  forceful  circulars,  booklets 
and  other  printed  matter  provide  the  agent  with  effective  ammuni- 
tion for  follow  up  arguments. 

The  Hartford  Fire  Insurance  Co.  has  been  one  of  the  most 
consistent  and  successful  insurance  advertisers.  It  has  conducted 
an  extensive  campaign  of  publicity  in  general  magazines  and  local 
newspapers  with  good  results.  One  of  its  newspaper  advertisements 
is  reproduced  in  Fig.  3.  Notice  how  this  advertisement  is  calculated 
to  get  definite  inquiries.  The  coupon  requests  for  a  copy  of  the 
free  booklet  provide  the  local  agents  of  the  company  with  a  list  of 
good  live  prospects,  while  the  convincing  booklet  itself  prepares 
the  mind  of  the  reader  for  the  company's  proposition,  putting  him 
in  a  receptive  attitude  for  the  arguments  of  the  solicitor. 

The  booklet  referred  to  is  a  model  piece  of  advertising  literature. 
As  the  preface  to  this  booklet  explains  its  scope  and  object,  it  is  re- 
printed here: — 

The  Hartford  Fire  Insurance  Company  has  come  to  believe  that  it 
owes  a  broader  duty  to  its  policy-holders  than  merely  to  furnish  indemnity. 
It  desires  also  to  help  its  patrons  to  avoid  the  loss  and  distress  which  ensue 
when  a  fire  occurs,  and  further,  to  give  them  useful  information  about  fire 
insurance  and  the  insurance  contract,  so  that,  should  they  be  so  unfortu- 
nate as  to  suffer  from  fire,  they  may  nevertheless  be  surely  recompensed 
so  far  as  possible  for  the  financial  loss  sustained. 


162  PUSHING  YOUR  BUSINESS. 

The  Hartford  offers  this  book  as  an  evidence  of  its  belief  that  a  fire 
insurance  company  should  be  of  service  to  its  policy-holders  before  as  well 
as  after  a  fire,  and  earnestly  hopes  that  it  may  be  valuable  to  all  who  re- 
ceive it.  It  is  necessarily  brief,  but  we  shall  be  glad  to  answer  the  ques- 
tions of  any  policy-holders  who  desire  additional  information. 

The  Hartford  also  publishes  a  pamphlet  containing  useful  suggestions 
for  those  about  to  build,  which  will  be  gladly  forwarded  on  request. 

The  life  insurance  companies  are  now  operating  in  a  similarly 
broad  spirit.  The  Metropolitan  Life  Insurance  Company  has  begun 
a  war  against  tuberculosis.  The  company  began  its  crusade  with  the 
distribution  of  a  book  concerning  the  malady.  It  has  chosen  as  a 
slogan  "sunlight/'  for  by  this  means  more  than  by  medication  the 
best  medical  intelligence  says  tuberculosis  is  to  be  conquered. 

There  will  be  3,500,000  copies  of  the  little  book  distributed 
throughout  the  United  States  and  these  will  tell  how  to  care  for 
oneself  in  order  not  to  become  infected,  and  also  what  to  do  for  those 
who  show  symptoms  of  the  disease. 

Assuming  that  at  least  three  persons  will  see  and  read  the  book, 
which  is  gotten  up  in  attractive  form,  it  is  asserted  that  at  least 
10,500,000  persons  will  be  benefited. 

Dr.  Lee  K.  Frankel,  manager  of  the  industrial  department  of  the 
Metropolitan,  under  whose  direction  this  work  is  being  done,  said : 

We  are  out  on  a  big  campaign — it  is  to  be  a  concerted  war  to  lower 
the  death  rate  by  teaching  the  people  how  to  live  longer  and  by  spreading 
accurate  information  and  giving  the  policy  holders  ample  assistance.  Our 
agents  will  be  compelled  to  learn  all  about  sanitation  and  hygiene — the 
laws  and  their  proper  enforcement.  They  should  know  these  things,  the 
better  to  take  care  of  the  company's  business,  as  well  as  to  help  the 
policyholders  to  better  health. 

The  books  have  been  printed  in  English,  German,  Italian,  Polish, 
Swedish,  Hungarian,  Dutch,  Danish,  Bohemian,  French,  Russian 
and  Hebrew. 

HELPING  THE  SOLICITOR. 

It  is  hard  for  even  the  best  solicitor  to  walk  into  an  office  and 
close  a  contract  when  his  company  is  entirely  unknown  to  the  per- 
son canvassed. 

Advertising  is   an  introduction. 

And,  further,  advertising  uncovers  prospects  that  the  solicitor 
would  never  hear  of.  From  the  company's  or  agent's  point  of  view, 
the  ideal  condition  is  that  in  which  the  prospect  seeks  the  agent, 
rather  than  the  agent  the  prospect. 


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164  PUSHING  YOUR   BUSINESS. 

By  its  extensive  and  aggressive  advertising  the  Hartford  Fire 
Insurance  Company  is  creating  a  demand  for  its  policies.  In  a 
way  it  might  be  said,  forcing  the  local  agents  to  write  its  policies. 
It  is  working  on  the  same  principle  as  the  large  manufacturer  who 
by  extensive  advertising  creates  a  great  popular  demand  for  his 
goods — a  demand  which  re-acts  upon  the  dealer  and  results  in 
the  building  up  of  a  permanent  trade  in  the  commodity  advertised. 

But  advertising  is  proportionally  just  as  good  for  the  local 
agent  as  it  is  for  the  home  office.  There  is  no  reason  why  the  local 
agent  should  not  supplement  the  advertising  of  the  companies  he 
represents  by  some  strong  advertising  of  his  own,  because,  in  the 
last  analysis,  the  personal  factor  is  an  all  important  one  in  business, 
and  the  man  who  takes  out  an  insurance  policy  likes  to  feel  that  the 
agent  as  well  as  the  company  is  thoroughly  reliable. 

It  should  be  the  ambition  of  every  local  insurance  agent  to  make 
his  name  and  business  so  well  known  that  whenever  the  subject  of 
insurance  is  brought  up  invariably  he  will  be  thought  of  in  connec- 
tion with  it. 

ADVERTISING  EXTENDS  INFLUENCE. 

Friendship  has  a  great  deal  to  do  with  the  insurance  business. 
But  there  are  limits  to  the  effectiveness  of  personal  influence  in 
business,  and  the  other  fellow  has  friends  likewise.  The  more 
friends  you  have  the  better,  of  course,  but  if  you  build  up  a  prestige 
and  get  in  touch  with  a  large  number  of  prospects  by  good  adver- 
tising, you  can  multiply  both  the  number  of  your  friends  and  the 
effectiveness  of  their  influence. 

A  prominent  fire  insurance  agency  in  a  New  England  city  some 
time  ago  decided  that  it -would  put  itself  before  prospects  in  such 
a  way  that  they  would  naturally  turn  into  that  particular  office  when 
they  were  ripe  for  insurance  of  any  kind. 

The  mediums  of  advertising  used  were  newspapers,  circulars, 
and  window  displays. 

The  advertising  arguments  had  to  do  with  the  agency's  points 
of  superiority  in  regard  to  price  of  policies,  companies  represented 
and  service  rendered.  The  underwriting  boards  fixed  universal  rates 
so  that  the  agency  could  not  advertise  to  cut  under  them,  but  it  could 
and  did  show  the  prospect  how  he  could  lessen  the  cost  of  his  pro- 
tection by  putting  in  fire  extinguishers  and  taking  over  prevent- 
ive measures. 


ift!lffe|j!*jaj8 

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166  PUSHING  YOUR  BUSINESS. 

"Who  carries  your  insurance?"  was  a  slogan  adopted  to  stir  up 
interest  in  the  companies  represented.  Investigation  of  the  strength 
of  the  companies  was  courted.  Pains  were  taken  to  show  the  stand- 
ing of  the  different  companies  and  how  they  were  safeguarded.  Con- 
crete facts  were  given  as  to  the  age,  resources,  the  vast  sums  paid 
out,  and  the  promptness  with  which  each  loss  had  been  adjusted. 

TELLING  ABOUT  SERVICE. 

Under  the  head  of  service,  the  agency  offered  to  act  as  insurance 
counsellor  for  everybody  in  the  community,  and  sought  interviews 
whether  there  was  a  prospect  for  immediate  business  or  not. 

Among  the  special  features  of  the  business  brought  out  was  the 
importance  of  household  furniture  insurance.  There  are  a  large 
number  of  wage-earners  in  this  city.  Many  of  them  carry  no  insur- 
ance on  their  household  effects.  "Cut  out  worry"  was  the  argument 
used  effectually  with  this  class,  stress  being  laid  upon  the  fact  that 
$2.50  would  insure  $500  worth  of  furniture  for  three  years. 

Right  after  a  fire,  cards  printed  in  red  ink  were  circulated  in  the 
neighborhood,  giving  rates  showing  exactly  what  insurance  on  $500 
and  $1,000  worth  of  furniture  would  cost  for  a  period  of  three  or 
five  years. 

The  more  promptly  this  circularizing  was  done  after  a  fire  the 
more  effective  it  was  found  to  be. 

The  newspaper  advertising  of  this  agency  was  a  general  appeal. 
The  circulars  were  specific.  The  window  display  was  designed  to 
excite  curiosity  and  to  get  possible  customers  among  passers-by  to 
enter  the  office  and  get  acquainted. 

Since  the  upheaval  in  life  insurance  circles  following  the  official 
investigation  in  New  York  several  years  ago,  the  big  companies  have 
been  doing  some  very  strong  advertising,  much  emphasis  being 
placed  upon  economy  and  honesty  of  administration  as  effecting  the 
security  and  profitableness  of  policies  issued. 

THE  PRUDENTIAL  ADVERTISING. 

There  is  probably  no  doubt  that  the  strongest  life  insurance 
advertising  now  being  done  is  that  of  the  Prudential  Insurance 
Company  of  America.  This  company  has  made  its  Gibraltar  trade- 
mark so  well  known  by  advertising  that  it  is  stated  as  an  actual 
fact  that  some  travelers  passing  the  rock  of  Gibraltar  express  sur- 
prise at  not  seeing  on  it  the  words,  "The  Prudential  Has  the 
Strength  of  Gibraltar." 


INSURANCE  ADVERTISING. 


167 


The  Prudential  advertising  is  extensive,  intensive  and  continu- 
ous. That  it  has  been  successful  is  proved  by  the  growth  of  the 
company's  business  and  the  fact  that  the  advertising  is  steadily 
continued. 

The  Prudential 

Newest  Monthly  Income  ft>licy 


PAID  NEXT  DAY  AFTER  RECEIPT  OF  PROOFS  OF  DEATH 

CITIZENS  LIFE  INSURANCE  CO 

W.  H.  GREGORY,  President. 


LOUISVILLE,  KY. 


The  Prudential  Insurance  Company  of  America 


Vacation  Insurance 


Metropolitan  Life  Insurance  Co. 

ORf  AT  HHXJOION  Of  I 


come  h«  been  Reduced 
Half  Million,  of  Dollar. 

Ki-'S .  '  "•  ggiJaSJfcrJsS." 


Ir 

Fig  3.— Five  Strong  Advertisements. 


BUSINESSLIKE  ARGUMENTS. 

The  advertising  department  of  the  "Review  of  Reviews"  be- 
lieves that  insurance  advertising  can  be  improved.  A  representative 
of  that  publication  is  quoted  on  that  subject  in  "Printers'  Ink"  a§ 
follows: 


168  PUSHING   YOUR    BUSINESS. 

"I  believe  that  too  much  attention  has  been  directed  upon  the 
unpleasant  side  of  life  insurance,  and  I  have  decided  that  a  success 
could  be  made  by  using  the  more  pleasant  and  more  purely  business- 
like arguments  for  life  insurance. 

"We  won  over  the  Home  Life  Insurance  Company  and  started 
copy  for  them,  which  we  prepared  in  this  office.  All  reference  to 
widows  and  orphans,  and  the  fatality  of  death  and  consequent  pov- 
erty was  left  out.  Instead  of  that  we  argued  strongly  for  the 
investment  side  of  life  insurance  and  emphasized  the  fact  that  small 
yearly  payments  brought  the  best  kind  of  investment  security  in 
addition  to  insurance. 

"We  have  evidence  that  the  ads.  are  being  well  received  and  that 
the  idea  is  taking  hold.  We  have  other  ideas  along  these  lines  for 
life  insurance,  one  of  them  to  use  a  correspondence  school  style  of 
copy,  based  on  the  saving  idea. 

"In  general,  the  same  idea  is  being  applied  by  our  copy  depart- 
ment for  other  insurance  companies.  A  unique  insurance  advertiser 
we  have  started  is  the  Insurance  Company  of  North  America,  adver- 
tising the  insurance  of  personal  belongings." 

A  sample  of  the  advertising  referred  to  is  reproduced  herewith: 


Have  You  Invested  Your  Money  Wisely? 

Thrift  is  described  in  Webster's  Dictionary  as  meaning,  wise  man- 
agement, prosperity. 

Investment  means  only  one  thing — A  saving  of  money  at  interest 
for  later  use.  A  protection  against  poverty  in  old  age.  There  is  a 
proper  sort  of  Investment  for  people  in  all  stations  of  life,  rich  and 
poor,  young  and  old. 

A  doctor  will  sometimes  advise  his  patient  to  take  vigor- 
ous exercise,  because  it  happens  to  fit  that  particular  case. 
But  this  same  exercise  would  not  be  good  for  all  people. 
It  is  the  same  with  most  forms  of  investments.  It  must  be 
well  chosen  and  properly  prescribed  and  selected  for  each 
individual  case. 

To  invest  in  Insurance  is  always  wise,  for  there  large 
returns  are  paid  according  to  contract  on  a  safe  and  sound 
security. 

"Clean  as  a  Hound's  Tooth."— 


Brooklyn  Eagle. 

'Honesty  Found  in  an  Insur- 
ance Company.1'—  New  York 
World. 


ESTABLISHED 
I860 


Write  for  complete  information  regarding  different  forms  of  Contracts. 
Agents  in  all  the  principal  cities  of  the  United  States. 

HOME    LIFE    INSURANCE    COMPANY 

GEO.   E.   IDE,   President  256   Broadway,   N.  Y. 


INSURANCE  ADVERTISING.  169 

GOOD  AND  BAD  ADVERTISEMENTS. 

In  order  to  bring  out  some  of  the  advertising  points  emphasized 
in  this  book,  a  number  of  insurance  advertisements  are  reproduced 
— most  of  them  for  favorable  comment,  some  for  adverse  criticism. 
All  of  the  advertisements  in  Fig.  1  are  correct  in  the  matter  of 
display  and  there  is  little  to  criticise  in  regard  to  the  copy.  Prob- 
ably the  two  most  effective  ads.  are  those  headed  "$5,000  Accident 
Insurance  $8.00  a  Year"  and  "The  Satisfaction  of  Doing  Things." 
They  plainly  show  how  much  a  good  illustration  strengthens  an 
advertisement. 

Advertisements  of  life,  fire,  accident,  tornado,  automobile,  crop, 
live  stock  and  burglary  insurance  are  all  shown  in  this  plate,  and  each 
ad.  is  suggestive  of  other  good  ideas. 

In  Fig.  2,  the  ad.  of  the  Loyal  Americans  of  the  Republic  is 
open  to  criticism  because  its  illustration  is  so  patently  a  steal  from 
the  well  known  Gibraltar  emblem  of  the  Prudential  Insurance  Com- 
pany of  America. 

The  ads.  of  the  Franklin  Fire  Insurance  Company,  of  Philadel- 
phia, and  of  the  Granite  State  Fire  Insurance  Company,  of  Ports- 
mouth, N.  H.,  are  on  the  order  of  the  old-fashioned  bank  advertise- 
ment, consisting  of  the  bold  statement  of  a  few  names  and  figures. 
They  are  without  life  or  interest  and  of  very  little  value  from  an 
advertising  standpoint. 

N.  W.  Duncan's  ad.  is  not  so  bad  as  far  as  the  copy  is  concerned, 
but  the  stock  cut  with  the  words  "Every  Time"  on  it  is  a  foolish 
one.  So  also  is  the  heading  "You  Are  Never"  used  in  the  Berkshire 
Life  Insurance  Company's  ad.  The  display  heading  of  every 
advertisement  should  contain  a  complete  and  interesting  statement 
or  at  least  an  idea  pertinent  to  the  subject  of  the  advertisement. 

The  New  Hampshire  Fire  Insurance  Company's  pyramid  is  one 
of  those  ideas  which  ought  to  be  relegated  to  the  advertising  junk- 
heap.  At  best  it  is  indistinct  and  unconvincing. 

The  Great  Western  Life  Insurance  Company's  ad.  is  all  right 
except  that  the  name  of  the  company  is  at  the  wrong  end  of  the  ad. 
"We  Want  a  Few  Good  Agents"  would  have  been  a  better  heading 
than  the  name  of  the  company. 

H.  E.  Smith  &  Son  try  to  run  a  complete  catalog  in  a  9-inch, 
single  column  ad.  They  should  change  copy  daily  and  tell  a  new 
and  interesting  business  story  every  day.  An  up-to-date  cut  would 
strengthen  this  ad.,  too. 

In  Fig.  3  are  reproduced  five  large  ads.,  every  one  of  which  is 
12 


170  PUSHING   YOUR    BUSINESS. 

very  strong.  Two  of  them — those  of  the  Empire  State  Surety  Com- 
pany and  the  Prudential — appeared  as  full  page  ads.  in  the  expen- 
sive "Saturday  Evening  Post,"  so  that  it  is  no  wonder  that  they 
"talk  business"  in  every  line.  The  coupons  in  two  of  these  ads.  are 
good  features,  having  both  a  psychological  value  in  making  it  easy 
for  inquirers  and  a  practical  value  as  a  means  of  keying  results 
from  the  medium  used. 

ACCIDENT  INSURANCE  ADVERTISING. 

C.  A.  Williams,  a  Chicago  advertising  man,  recently  gave  the 
International  Association  of  Accident  Underwriters  these  sugges- 
tions on  advertising: 

"The  population  of  this  country  is  90,000,000  and  only  50,000  families 
have  an  income  of  over  $15,000  per  year,  leaving  nearly  19,000,000  families 
who  are  presumably  possible  purchasers  of  protection  against  accident 
or  ill  health.  Think  of  the  field  you  are  expecting  your  agents  not  only 
to  cover  as  salesmen  but  as  educators  as  well.  I  find  by  looking  into  the 
matter  that  there  are  in  excess  of  25,000,000  insurable  risks  in  the  coun- 
try, between  the  ages  of  18  and  65.  That  the  premium  income  during  1908 
of  the  stock  companies  was  only  $22,106,408,  or  less  than  $1  per  year  per 
insurable  risk.  Now,  a  conservative  estimate  will  place  the  average  premi- 
um on  your  varic»as  policies  at  $20  per  year,  which  means  that  you  are 
altogether  doing  only  5  per  cent,  of  the  business  that  it  is  possible  to  do. 
As  you  turn  these  figures  over  in  your  mind  you  will  become  more  and 
more  convinced  that  the  general  public  knows  little  or»  nothing  about 
what  you  have  to  offer.  It  lies  wihin  your  power  to  do  all  the  harvest- 
ing and  even  a  part  of  that,  quickly,  economically  and  thoroughly  through 
the  medium  of  the  public  press. 

"You  may  inwardly  doubt  the  soundness  of  my  judgment  when  I  say 
that  this  education  of  the  public  mind  could  be  brought  about  quickly  and 
economically.  I  don't  refer  to  a  month  nor  six  months,  although  a  great 
deal  could  be  accomplished  in  that  time.  Consider  with  what  incredible 
rapidity  such  propaganda  as1  Bryan's  l€-to-l  theory  swept  the  country 
when  taken  up  by  the  newspapers.  So  far  as  the  economy  of  such  educa- 
tion is  concerned  let  us  get  back  to  figures.  There  are  fifty-eight  compa- 
nies and  associations  now  comprising  the  International  Association  of 
Occident  Underwriters.  An  ultra-conservative  estimate  of  the  average 
agency  force,  including  managers,  agents,  brokers,  etc.,  would  place  the 
number  at  3,000.  This  means  that  you  have  a  total  salesmanship  organ- 
ization of  approximately  175,000.  Now,  supposing  that  you  should  at  this 
convention  pass  a  resolution  setting  aside  a  certain  day  as  "Education 
Day,"  on  which  each  and  every  member  of  this  enormous  organization 
should  devote  his  entire  time  to  spreading  the  gospel  of  accident  and 
health  insurance  to  as  large  a  number  of  people  as  he  could  possibly 
reach  personally,  without  any  attempt  to  actually  write  applications.  We 
will  presume  that  every  available  means  of  talking  to  the  largest  possible 
number  of  people  was  taken  advantage  of  and  that  each  agent  reached 
an  average  of  50  persons.  You  would  have  told  your  story  once  to  8,750,- 
000  people,  and  supposing  that  each  agent's  time  was  worth  only  $3  per 
day.  the  total  cost  to  all  the  companies  would  have  been  $525,000. 

"If  that  one  day's  work  did  create  an  active  interest  in  accident  and 
health  insurance,  if  it  had  an  effect,  that  you  could  trace  for  any  length 
of  time  thereafter,  if  it  resulted  in  an  increase  of  only  10  per  cent,  in  your 
total  business,  you  would  consider  that  you  had  performed  a  miracle  and 
that  the  expense  had  been  moderate.  The  combined  circulation  of  the  largest 
daily  or  Sunday  newspaper  in  the  twenty-five  largest  cities  of  this  coun- 
try Is  about  4,000,000.  You  can  send  your  message  Into  that  number  of 


INSURANCE   ADVERTISING.  171 

homes  every  week  for  a  whole  year  In  the  form  of  fullpage  advertise- 
ments in  the  newspaper  that  they  read  every  day  for  less  than  that  sum. 
For  10  per  cent,  of  it,  $50,000,  you  can  buy  in  these  papers  all  the  pub- 
licity you  require  to  accomplish  your  purpose  and  on  that  basis  if  an 
average  of  only  100  subscribers  to  each  paper  became  purchasers  of  pol- 
icies calling  for  an  average  premium  of  $20  per  year,  the  money  spent  for 
advertising  would  be  returned  to  your  companies  in  premiums. 

"Bach  individual  company  should  take  such  advantage  of  the  general 
campaign  as  its  management  saw  fit  by  advertising  its  exclusive  policies 
where,  when  and  through  whatever  channels  it  deemed  profitable.  The 
general  campaign  would  act  as  a  searchlight  on  these  individual  cam- 
paigns and  make  their  success  far  more  pronounced.' 

INSURANCE  ADVERTISING  SCHEMES. 

Issue  blank  book  for  use  as  a  residence  inventory — that  is,  a 
memorandum  book  specially  designed  for  clients  and  prospective 
clients  to  use  in  keeping  a  list  of  household  goods  insured,  the  cost, 
date  of  purchase,  description,  etc.  Book  to  contain  good  advertis- 
ing matter  of  the  agency  sending  it  out. 

Use  calendars  to  carry  a  special,  individual  advertising  message 
— something  more  than  a  mere  ^mention  of  the  name  and  address 
of  the  advertiser.  Make  it  "something  different"  from  the  mass 
of  advertising  calendars.  Give  hints  on  what  to  do  in  case  of  fire. 
Tell  how  to  prevent  fires.  Explain  rates. 

Send  out  folded  post  cards  offering  the  recipient  a  souvenir,  such 
as  a  key  ring,"  desk  pad,  etc.,  if  he  comes  into  vour  office.  This  will 
enable  you  to  increase  your  list  of  "prospects." 

Cards  containing  short  testimonial  letters  from  satisfied  clients 
are  good  "follow  up"  literature. 

Immediately  after  a  fire  send  out  form  letters  to  people  in  the 
vicinity  reminding  them  that  their  home  may  be  the  next  to  go  and 
suggesting  the  propriety  of  taking  out  insurance  in  a  good  com- 
pany NOW. 

Adopt  a  catch  phrase  or  slogan  to  be  used  in  all  your  advertis- 
ing. This  will  help  to  individualize  you,  to  make  you  stand  out 
head  and  shoulders  above  non-advertising  competitors. 

Chauncey  S.  S.  Miller,  of  the  Continental  Casualty  Company, 
of  Chicago,  says: 

Recently  the  Continental  Casualty  Company  of  Chicago  awoke  to  its 
possibilities  and  began  to  advertise.  It  had  built  up  an  enormous  business 
in  every  state  and  territory  in  the  Union;  it  pays  claims  at  the  rate  of 
one  every  three  minutes,  but  it  was  not  a  household  word  like  Sapolio,  the 
Gold  Dust  Twins  or  the  Prudential,  and  there  was  a  reason.  Insurance 
men  and  insurance  brokers  knew  of  its  existence;  the  general  public  only 
in  sa  far  as  a  well-organized  agency  force  sought  them  out  in  the  high- 
ways, byways  and  subways. 

It  was  'found  some  time  ago  that  it  is  possible  to  "key"  the  advertise- 


179  PUSHING  YOUR   BUSINESS. 

ments  the  company  had  been  carrying  in  local  suburban  steamcars,  ele- 
vated roads,  etc.  At  once  and  directly,  results  of  this  form  of  publicity 
could  be  traced. 

With  a  view  to  making  the  company  better  known,  first  in  its  own 
habitat,  a  page  advertisement  was  taken  in  one  of  the  Chicago  Sunday 
newspapers.  It  was  stipulated  that  the  last  page  of  the  first  news  section 
should  be  the  location.  Thirty-one  days  after  the  advertisement  appeared 
coupons  were  being  received  from  states  1,000  miles  away  from  Chicago. 
A  campaign  was  then  decided  upon,  and  one  morning  and  one  evening 
paper  in  Chicago  were  utilized  for  a  period  of  over  a  week  with  display 
advertisements.  Each  one  was,  of  course,  couponed,  for  that  is  the  only 
way  that  results  can  be  traced  directly  and  quickly. 

When  the  millions  of  dollars  which  are  paid  to  and  expended  by  the 
casualty  insurance  companies  annually  in  this  country  are  considered,  it 
is  more  stupefying  than  anything  else  to  consider  how  obsolete,  obscure 
and  ineffective  have  been  the  means  employed  to  make  themselves  and  their 
kind  of  business  known. 

George  F.  Baright,  advertising  manager  of  the  Prudential 
Insurance  Company  of  America,  says: 

Advertising  to  be  successful  must  be  continuous,  for  the  public  have 
short  memories  and  the  advertising  value  of  the  name  and  phrase,  such 
as  "the  strength  of  Gibraltar,"  lies  in  its  reiteration.  Say  a  thing  often 
enough  and  the  public  will  come  to  believe  it  and  inevitably  accept  it  into 
their  subconsciences.  Say  "Gibraltar"  and  you  must  think  of  Prudential; 
and  the  time  is  coming  when  to  say  "life  insurance"  will  bring  up  a 
mental  picture  of  the  Prudential  before  you.  Remember  that  our  publicity 
is  but  little  over  ten  years  old,  but  it  has  become  so  implanted  in  the 
public  mind  that  you  cannot  think  of  the  Rock  of  Gibraltar  without  there 
springing  up  instantly  a  mental  picture  of  the  words  across  its  face — "the 
Prudential  has  the  strength  of  Gibraltar." 

INSURANCE  TALKING  POINTS. 

Let  us  take  your  risk. 

Fair  adjustment  and  prompt  payment. 

The  folly  of  delay. 

Insurance  policies  as  collateral  security. 

Insurance  policy  a  friend  in  need. 

Only  reliable  agents  can  represent  the  best  companies. 

Easier  to  pay  a  premium  than  suffer  a  heavy  loss. 

Protecting  wife  and  children. 

Carrying  insurance  fosters  thrift. 

The  age,  assets,  reserve,  insurance  in  force,  and  annual  income  of 
company. 

The  policy  reserve  required  by  New  York  State  laws. 

The  liberal  provisions  of  policies  offered. 

Premium  rates  low.    Contracts  simple.    Management  conservative. 

Reproducing  in  advertisement  check  covering  a  prompt  payment  of  a 
large  policy. 

Actual  facts  and  figures  showing  cost  and  returns  on  a  certain  policy. 


INSURANCE   ADVERTISING.  173 

Increase  in  benefits  due  to  decrease  of  operating  expenses. 

Showing  how  chances  of  fire  can  be  reduced. 

Explain  the  strictness  of  the  insurance  laws  and  how  the  company 
complies  with  the  requirements  in  every  particular. 

Figures  showing  how  favorably  endowment  policies  compare  with  other 
investments. 

Quote  well  known  men  on  the  wisdom  of  life  insurance. 

The  good  moral  and  mental  effects  of  having  life  insurance. 

Urge  life  insurance  upon  the  newly  married  man. 

Show  how  the  risks  of  your  company  are  distributed  geographically  so 
that  the  conflagration  hazard  does  not  endanger  its  stability. 

Surrender  value  of  policies. 

Figures  showing  the  steady  increase  of  the  company's  business  over  a 
period  of  years. 

Why  having  a  periodic  obligation  to  meet  is  a  good  thing  for  a  man. 

The  experience  and  knowledge  of  the  officers  and  employes  of  the 
agency. 

Testimonials  of  beneficiaries,  persons  who  have  received  prompt  pay- 
ments, etc. 


CHAPTER    XI. 

Effective   Business  Letters. 

BUSINESS  correspondence  is  really  a  part  of  advertising  be- 
cause the  object  of  most  business  letters,  directly  or  indi- 
rectly, is  to  increase  profits. 

It  is  no  easy  or  simple  thing  to  write  letters  that  will  make 
people  do  just  as  you  want  them  to  do. 

It  is  hard  enough  even  in  a  personal  interview  to  bend  the  will 
of  another  to  your  own  in  a  business  matter. 

To  accomplish  the  same  end  by  correspondence,  there  must  be 
something  in  the  letter  to  take  the  place  of  the  enthusiasm,  the  ver- 
satility, the  magnetism  that  are  brought  into  play  when  there  is 
personal  contact  between  you  and  your  "prospect." 

This  matter  of  doing  business  by  mail  has  become  so  important 
that  whole  books  have  been  written  on  the  subject  and  there  are 
specialists  who  conduct  courses  of  instruction  in  business  corre- 
spondence. 

There  is  surely  a  field  for  work  of  that  kind.  It  needs  only  a 
cursory  reading  of  any  average  batch  of  correspondence — one  morn- 
ing's mail,  for  instance — to  convince  one  that  the  art  of  writing 
good  business  letters  is  a  lost  one,  or  rather  that  it  has  never  been 
learned  by  most  business  men. 

The  average  business  letter  is  a  formal,  lifeless  ineffective  piece 
of  literature.  It  is  courteous  in  a  conventional  sort  of  way,  but  it 
is  not  skilfully  done  and  lacks  the  genuine  human  interest  touch 
which  it  is  possible  to  give  even  through  the  medium  of  paper  and 
typewriter  ink. 

Business  letter  writing  is  about  where  advertising  as  a  whole 
was  a  generation  ago.  When  the  importance  of  this  subject  is  more 
generally  recognized  as  much  attention  will  be  paid  to  the  improve- 
ment of  business  correspondence  as  is  now  devoted  to  the  planning 
and  writing  of  advertising  matter  proper. 

The  development  of  the  "mail  order"  business  and  the  establish- 
ment of  scientific  follow  up  systems  is  making  it  absolutely  essen- 
tial that  as  much  thought  and  effort  be  expended  in  producing  let- 
ters that  pull,  that  close  up  business,  as  is  given  to  the  preparation 
of  advertisements  to  get  the  initial  inquiries.  What  folly  it  would 
be  to  get  the  names  of  a  large  number  of  possible  customers,  through 


EFFECTIVE  BUSINESS  LETTERS.  175 

your  strong  advertising  matter  and  then  fail  to  hold  their  interest, 
convince  them  and  lead  them  to  act  by  means  of  your  correspond- 
ence with  them. 

FOLLOWING  UP  PROSPECTS. 

Getting  the  inquiry  is  only  the  first  step  in  making  a  customer 
of  such  a  prospect.  Whether  or  not  you  make  the  transformation 
complete  depends  largely  upon  the  skill  and  tact  with  which  you 
handle  your  inquirer  in  your  dealings  with  him  by  letter.  That 
is  a  self-evident  truth.  The  "why"  of  it  is  apparent,  but  the  "how" 
is  not  so  easy. 

If  the  reading  of  this  chapter  convinces  you  that  there  is  room 
for  improvement  in  your  business  letter  writing,  it  will  not  have 
been  written  in  vain. 

The  first  step  toward  improvement  is  to  realize  the  necessity 
for  it. 

If  you  feel  that  you  are  in  a  rut  it  is  really  an  encouraging  sign, 
because  in  that  case  the  chances  are  that  you  will  get  out  of  it. 

Study  and  practice  will  make  you  a  good  letter  writer  and 
increase  the  results  from  your  business  correspondence  by  a  good 
percentage. 

This  is  not  theory,  but  a  fact  proved  in  the  experience  of 
thousands. 

A  letter  that  comes  to  the  point  as  soon  as  possible  is  best. 

The  day  of  lengthy  preambles  in  business  letters  is  past.  There 
may  be  no  limit  to  the  length  of  presidential  messages,  but  few  per- 
sons, aside  from  editors,  are  compelled  to  read  them  in  full. 

Somebody  patiently  wades  through  the  President's  message,  and 
arranges  the  meat  of  it  in  tabloid  form  for  the  convenience  of  busy 
readers. 

There  is  nobody  to  perform  that  service  for  the  verbose  business 
correspondent,  so  the  wise  writer  summarizes  his  own  business  mes- 
sage. 

But  while  dispensing  with  preliminaries,  it  is  not  necessary  or 
desirable  to  be  blunt.  Circumstances  alter  cases.  Sometimes  it 
might  be  the  best  way  to  announce  your  proposition  "first  crack  out 
of  the  box,"  as  the  saying  is,  but  as  a  rule  it  is  better  to  start  off 
with  a  paragraph,  which,  while  not  extraneous  exactly,  still  does  not 
at  once  explain  your  proposition,  but  rather  leads  up  to  it  and  pre- 
pares the  mind  of  the  reader  to  receive  it. 


176  PUSHING   YOUR    BUSINESS. 

Getting  attention  is  important.  Some  business  letter  writers  go 
so  far  as  to  start  their  letters  with  a  display  line,  just  like  the 
headline  of  an  advertisement.  Judiciously  used,  this  is  a  good  thing 
to  do. 

The  human  mind  often  needs  a  jolt  to  make  it  turn  in  a  new 
direction.  Moreover,  it  is  natural  to  try  to  satisfy  curiosity,  so 
that  a  display  line  in  a  letter  practically  compels  the  reader  to 
continue  into  the  second  paragraph  of  your  letter. 

But  the  balance  of  your  letter  must  carry  out  the  proposition 
you  state  in  your  opening.  You  must  "make  good,"  or  your  letter 
is  worse  than  wasted.  When  you  have  got  your  man's  attention 
hold  his  interest,  convince  him,  make  him  act! 

Make  your  paragraphs  short  because  a  short  paragraph  letter 
looks  interesting  and  easy  to  read,  while  long  paragraphs  give  the 
impression  of  heaviness. 

This  applies  particularly  to  a  form  letter  because  the  recipient 
does  not  have  to  read  it,  and,  nine  times  out  of  ten,  if  it  does  not 
look  interesting  he  won't  read  it. 

So  you  may  write  with  the  wit  of  a  Mark  Twain  or  with  the 
logic  of  a  Daniel  Webster  and  it  will  do  you  no  good  if  your  mes- 
sage is  not  attractive  enough  in  appearance  to  get  itself  read. 

If  it  is  an  imitation  typewritten  letter  let  it  be  a  perfect  imi- 
tation. "Process"  letters  are  so  well  made  now-a-days  that  it  is 
impossible  for  the  average  person,  not  an  expert,  to  distinguish  the 
imitation  from  the  genuine,  so  that  the  moral  effect  may  ^be  the 
same  and  the  recipient  may  feel  just  as  if  he  were  reading  a  letter 
dictated  to  him  personally  and  the  chances  that  he  will  act  favorably 
upon  your  proposition  are  correspondingly  greater. 

Besides  clearness  to  the  eye,  clearness  to  the  mind  is  an  essen- 
tial thing  in  a  business  letter. 

DON'T  HIDE  YOUR  LIGHT. 

The  idea  you  have  in  your  mind  may  be  a  brilliant  one,  but  your 
light  is  hid  under  a  bushel  if  you  have  not  the  happy  faculty  of  con- 
veying your  thoughts  to  others  in  correct  and  lucid  English. 

It  is  a  convenient  excuse  to  lay  the  blame  for  faulty  construc- 
tions, mis-spelled  words  and  ambiguous  expressions  upon  the  ste- 
nographer and  typewriter,  and  it  is  true  that  the  stenographer, 
despite  shining  exceptions  in  individual  cases,  has  a  great  deal  to 
answer  for  in  the  way  of  murdered  English.  But,  nevertheless,  in 


EFFECTIVE  BUSINESS  LETTERS.  177 

very  many  cases,  the  responsibility  for  blunders  and  solecisms  rests 
entirely  with  the  person  who  dictates  and  signs  the  letters. 

You  must  be  well  grounded  in  the  rules  of  syntax,  and  if  you  can 
study  the  derivation  of  words  and  the  shades  of  meaning  in  syno- 
nyms, so  much  the  better. 

CLEARNESS  AND  BREVITY. 

But,  after  all,  the  important  thing  is  to  be  able  to  write  clearly, 
convincingly  and  concisely  in  colloquial  English. 

It  is  true  that  some  persons  have  the  gift  of  expression  to  a 
higher  degree  than  others,  but  it  is  a  question  whether  or  not  this 
is  so  much  a  gift  or  a  talent  as  it  is  the  result  of  study,  reading 
and  practice. 

One  thing  is  certain,  any  business  man  can  cultivate  facility  in 
this  respect,  and,  moreover,  while  the  study  of  good  models,  such 
as  the  letters  reproduced  in  the  latter  part  of  this  chapter,  is  an 
excellent  thing,  the  fact  remains  that  it  is  for  every  man  to  work 
out  his  own  salvation  by  constant  practice  in  his  own  business. 

As  far  as  this  matter  can  be  summed  up  in  a  formula,  it  is  this: 

Avoid  conventionality  and  put  human  interest  into  your  letters. 

For  example,  the  modern  business  letter  writer  tabooes  such 
worn-out  formalities  as  these: 

Your  esteemed   favor  of  the  13th  inst.  is  received. 

We  acknowledge  receipt. 

Replying  to  yours  of  recent  date. 

We  beg  leave  to  say. 

In  compliance  with  your  request  of  the  28th  ult. 

Your  valued  order. 

Trusting  that  this  explanation  will  prove  entirely  satisfactory. 

And  so  on  indefinitely.  It  is  much  better  instead  of  "begging 
leave"  to  say  just  to  say  it  and  be  done  with  it. 

While  it  is  a  very  good  thing  to  mention  the  date  of  a  letter 
to  which  you  are  replying,  it  can  be  done  incidentally  and  in  a  way 
that  takes  the  formality  out  of  the  expression.  For  example,  sup- 
pose a  customer  of  your  bank  wrote  you  on  the  10th  instant  asking 
if  you  had  any  good  municipal  bonds  you  could  recommend  to  small 
investors.  The  common  way  in  this  case  would  be  to  start  off  the 
letter  in  reply  to  this  inquiry  like  this: 

"Replying  to  your  esteemed  favor  of  the  10th  inst.,  we  beg  leave  to 
st*te  that,"  etc. 


178  PUSHING   YOUR    BUSINESS. 

A  better  way  would  be: 

"New  York  City  3  per  cent,  bonds,  a  few  of  which  we  have  for  sale 
at  102,  we  believe  would  just  suit  the  requirements  you  mention  in  your 
letter  of  the  10th  inst.  asking  about  good  investments  for  a  small  amount." 

So  far  we  have  considered  largely  the  mechanical  features  of 
letter  writing — the  externals,  so  to  speak. 

But  salesmanship  on  paper  goes  below  the  surface  and  between 
the  lines. 

The  content  is  more  important  than  the  form,  but  the  wisest 
way  to  do  is  to  make  both  form  and  content  as  effective  as  possible. 

It  takes  only  a  little  to  turn  the  scale  in  your  favor  sometimes, 
so  is  it  not  sensible  to  make  every  business  letter  you  write  as  strong 
in  every  way — both  as  to  form  and  content— as  can  possibly  be 
done  ? 

In  a  follow  up  series  each  letter,  as  a  rule,  should  contain  a  new 
proposition. 

Perhaps  the  best  authority  on  this  subject  of  business  letter 
writing  is  Mr.  Sherwin  Cody  of  Chicago.  Writing  on  this  subject 
of  salesmanship  on  paper  in  his  excellent  book,  "How  to  Do  Busi- 
ness by  Letter,"  Mr.  Cody  says: 

"If  you  wish  to  write  letters  or  advertisements  that  will  get  orders,  it 
is  necessary  to  do  five  things. 

"First,  take  the  natural  desire  for  the  thing  to  be  sold  which  you  may 
expect  the  customer  to  have  already,  and  try  to  fan  up  that  natural  desire 
into  a  very  keen  desire. 

"Always  start  from  the  customer's  point  of  view,  never  by  telling 
what  you  have  to  sell. 

"Second,  show  the  customer  just  how  the  thing  you  have  will  help  him 
to  satisfy  his  desire.  In  other  words,  appeal  to  his  common  sense. 

"Third,  do  something  to  prove  your  statements,  for  the  ordinary  man 
thinks  that  most  salesmen  and  advertisers  are  liars,  and  proof  is  necessary 
to  give  him  confidence. 

"Fourth,  write  your  letter  in  that  energetic,  enthusiastic,  forceful, 
friendly  style  that  will  make  the  man  feel  like  ordering. 

"Fifth,  tell  him  just  exactly  what  you  want  him  to  do,  as  it  were  plac- 
ing an  order  blank  under  his  hand,  giving  him  a  pen,  and  telling  him  to 
write  his  name  there. 

"Many  a  soliciting  letter  fails  because  when  the  customer  has  read  the 
letter  through,  he  is  somewhat  confused  in  regard  to  what  he  is  expected 
to  do,  and  so  he  puts  the  matter  off  and  forgets  all  about  it." 

An  institution  which  conducts  a  successful  follow-up  system  is 
the  Franklin  Society  for  Home  Building  and  Savings  of  No.  1 
Beekman  street,  New  York.  Mr.  Henry  A.  Theis,  second  vice- 


EFFECTIVE  BUSINESS  LETTERS.  179 

president  of  the   institution,  makes   the   following   statement  con- 
cerning its  advertising: 

In   its  advertising,  the  Society  recognizes  two  essentials: 

Strong  advertising  copy  to  attract  inquiries,  and 
A   concise    and    clear   presentation    of   its   principles   and   its 
methods. 

By  carefully  selected  advertising  and  judicious  handling  of  inquiries, 
the  Society  has  made  rapid  strides  in  the  increase  of  its  deposits.  Dur- 
ing the  first  ten  days  of  January,  in  number,  one-third  of  the  new  accounts 
were  traceable  to  advertising;  and  in  amount,  three-fifths  of  the  sum  total 
of  new  accounts  opened.  The  first  five  months  of  this  year  showed  an 
increase  in  deposits  equal  to  the  increase  for  the  whole  year  of  1907. 
Of  the  number  of  accounts  opened,  one-third  were  directly  traceable  to 
advertising,  representing  an  amount  one-half  of  the  sum  total  to  the 
credit  of  all  new  accounts  opened  during  that  period. 

JANUARY  AND  JULY  ADVERTISING. 

The  new  business  alone  was  far  in  excess  of  the  total  gain  in  deposits 
for  the  first  six  months  of  last  year.  It  is  the  policy  of  the  Society  to 
advertise  extensively  around  the  first  of  July  and  January,  when  the 
minds  of  men  are  naturally  turned  towards  their  savings  accounts.  Dur- 
ing the  period  intervening,  a  small  copy  is  used  to  bridge  us  over  until 
the  next  extensive  advertising.  The  insertions  in  the  various  papers  are 
doubly  keyed,  and  a  follow  up  card  is  made  for  each  inquirer.  A  glance 
at  this  card  will  tell  the  source  and  substance  of  his  inquiry,  the  letters 
and  literature  he  has  received,  up  to  the  time  an  account  is  opened. 

A  ledger  account  is  opened  for  each  medium,  which  shows  the  actual 
results  in  accounts  opened  and  the  cost  of  the  advertisement.  These  two 
series  of  cards  form  a  record  from  which  all  proportions  can  be  readily 
worked  out. 

REDUCING    ADVERTISING    EXPENSE. 

It  is  often  claimed  that  it  is  undignified  for  a  financial  institution 
to  use  a  follow  up  system.  Our  records  show  that  without  it  a  great  deal 
of  business  would  be  lost  to  us,  and  the  cost  of  our  advertising  materially 
increased.  The  two  together,  properly  managed,  work  hand  in  hand,  and 
the  following  up  of  inquirers  with  dignified  letters  and  literature,  greatly 
minimizes  the  expense  of  advertising. 

We  are  at  present  in  the  midst  of  our  July  campaign,  and  all  indi- 
cations point  toward  splendid  results.  Our  list  includes  twelve  New  York 
dailies,  and  papers  in  Brooklyn,  Newark,  Jersey  City,  and  Providence,  R.  I. 

A  MODEL  FORM  LETTER. 

The  copy  of  one  of  the  form  letters  used  by  the  Franklin  So- 
ciety is  as  follows: 


180  PUSHING  YOUR  BUSINESS. 

Dear  Sir: 

Referring  to  your  recent  inquiry,  we  are  pleased  to  send  you  some 
additional  printed  matter  about  the  Franklin  Society.  We  hope  you  will 
find  it  convenient  to  read  the  enclosed  leaflets  and  invite  your  attention 
respectfully  to  these  facts: 

1.  The  Society  has  a  long  and  honorable  business  record,  this  being 
its  twenty-first  year  in  its  present  office  location  in  the  City  of  New  York. 

2.  The  Society  is  by  law  subject  to  the  strict  supervision  of  the  State 
Superintendent  of  Banks,  its  books  and  securities  being  examined  in  detail, 
at  least  once  a  year,  by  a  Public  Examiner. 

3.  You  do  not  speculate  when  you  invest  your  savings  in  the  Franklin 
Society.     Your   money    goes    into   first   mortgages   on   small   homes,   in    a 
vicinity  where  population  is  growing  faster  than  elsewhere  in  the  world. 

4.  The  Society  has  savings  members  in  many  states.     Deposits  earn 
from  the  first  of  the  month  following  each  deposit.    We  issue  a  little  pass 
book  that  makes  it  very  easy  for  you  to  save  by  mail. 

Yours  very  truly, 

H.  A.  THEIS,  Second  Vice-President. 

Detailed  suggestions  on  name  lists  and  mail  campaigns  for 
banks  were  given  in  "The  Bankers  Magazine"  by  C.  L.  Chamber- 
lin  as  follows: 

Many  banks  are  now  using  newspaper  advertising  to  increase  business, 
and  are  doing  so  with  remarkable  success.  But  that  success  might  easily 
be  doubled,  and  at  a  much  smaller  expense  by  the  use  of  a  name  list  and 
a  follow  up  system. 

Banking  by  mail  succeeds  best  when  purely  "mail  order"  methods  are 
used. 

It  is  not  sufficient  to  write  a  single  letter  or  send  one  circular.  A 
single  piece  of  advertising  matter  may  make  an  impression,  but  not  a  deep 
enough  one  to  result  in  immediate  action.  If  this  letter  is  followed  by  a 
second  and  a  third  piece  of  advertising  matter  the  impression  is  deepened 
and  in  many  cases  a  customer  is  secured. 

Mail  order  men  say  that  selling  by  mail  would  be  a  failure  were  it 
not  for  the  "follow  up"  system. 

Let  us  endeavor  to  learn  just  what  a  banker's  follow  up  system  should 
consist  of,  how  the  name  list  is  made  up,  and  how  both  may  be  used  to 
the  best  advantage. 

If  the  bank  is  to  receive  deposits  and  transact  a  general  banking 
business  by  mail,  its  advertisements  may  cover  many  mediums  and  an 
extended  territory.  Country  papers  make  good  mediums  for  any  bank 
located  at  the  county  seat,  whether  it  does  business  by  mail  or  not. 

A  BOOKLET  NECESSARY. 

In  either  case,  the  bank  should  have  a  small  booklet  prepared  to  send 
inquirers  by  mail  or  in  person.  This  booklet  should  contain  a  full  state* 
ment  of  the  advantages  it  is  prepared  to  offer.  It  should  be  of  a  size  to 
fit  regular  envelopes  without  folding.  The  3%x9-inch  envelope  has 


s_± 


S 

•tli 


189  PUSHING   YOUR    BUSINESS. 

special  advantages.  There  is  always  an  official  appearance  about  a  large 
envelope  which  aids  much  in  getting  its  contents  read  by  the  head  of  a 
firm.  It  is  claimed  that  when  a  large  sealed  envelope  of  good  quality  is 
used,  the  chances  are  that  a  subordinate  will  pass  it  along  to  his  chief 
unopened,  thinking  it  to  be  some  private  matter.  Of  course  such  care 
will  not  be  necessary  when  mailing  the  booklet  to  a  person  who  has  asked 
for  it,  since  the  interest  which  stimulated  the  inquiry  will  cause  the  re- 
cipient to  give  the  booklet  a  reading. 

When  the  prospect  calls  in  person,  his  name  and  address  are  taken 
and  later  recorded  on  a  card  which  is  filed  in  a  card  index  drawer.  The 
names  of  those  who  make  inquiries  by  mail  are  kept  in  the  same  way. 

After  one  week  has  passed  and  nothing  further  has  been  heard  from 
an  inquirer  it  is  time  for  the  follow  up  system  to  begin  its  work. 


THE  FORM  LETTERS. 

The  first  piece  of  follow  up  material  sent  will  be  a  letter.  This  may 
be  a  personally  dictated  letter  if  the  list  of  names  is  not  large,  and  the 
bank  officer  has  the  time.  Or  it  may  be  a  form  or  imitation  typewriter 
letter.  In  the  latter  case,  the  name  and  address  of  each  individual  will  be 
filled  in  by  a  typewriter  through  a  ribbon  the  ink  of  which  is  of  exactly 
the  same  shade  as  that  used  in  printing  the  letters.  This  letter  will  be 
something  to  the  effect  that  since  the  bank  has  complied  with  the  request 
for  information  it  has  been  looking  for  a  deposit,  or  at  least  a  reply,  in 
person  or  by  mail,  to  report  on  the  decision  reached.  If  the  contents  of 
the  booklet  were  fully  understood  and  the  advantages  of  a  good  bank 
realized,  the  bank  feels  sure  the  person  would  wait  no  longer. 

If  anything  in  the  booklet  was  not  fully  understood  the  bank  will  be 
pleased  to  discuss  the  point  either  in  person  at  the  bank  or  by  mail.  May 
the  bank  not  be  favored  by  a  call  or  reply? 

If  the  time  of  writing  is  between  the  first  and  fifteenth  of  the  month, 
state  that  all  deposits  made  before  the  fiftenth  will  be  dated  from  the 
first.  Similarly,  all  deposits  made  after  the  fifteenth  until  the  last  of  the 
month  will  date  from  the  fifteenth. 


RESERVING  GOOD  ARGUMENTS. 

This  is  a  good  point  to  make,  and  should  not  be  mentioned  in  the 
booklet,  but  held  back  for  this  purpose.  When  operating  a  follow  up 
system  it  is  always  wise  to  hold  back  some  one  or  two  of  the  strong 
arguments  for  this  time.  If  a  man  can  be  landed  by  the  booklet  he  will  be 
secured  without  the  use  of  all  the  arguments.  It  is  difficult  to  write  good 
copy  for  follow  up  matter  unless  something  has  been  thus  kept  in  reserve. 

After  this  letter  allow  ten  days  or  two  weeks  to  pass  before  sending 
anything  more  to  those  who  have  still  failed  to  respond.  Then  send  a 
folder  gotten  up  in  the  best  possible  style,  but  consisting  of  only  four 
pages.  The  contents  might  include  opinions  of  well  known  men  on  banking, 
the  advantages  resulting  from  doing  business  with  a  good  bank,  etc. 


ASSET*    OVER    FOMTV.TWO    MILLION    DOLLARS 

THE  CITIZENS 

SAVINGS  **»  TRUST  CO 

CAPITAL  AND  SURPLUS.  StxMiLUOK  DOLLARS. 

CLEVELAND,  O. 

Jan.  21,  1907. 


T.  D.  IfccOregor,  Keq., 

Philadelphia,  Pa. 

Dear  Slr:- 

I  am  duly  in  raealpt  of  your  esteemed  favor  of  the 
19th  Inet.,  and  take  pleasure  in  enclosing  you  herewith  a 
booklet  describing  our  system  of  "Banking  by  Mail"  f roa  which 
you  will  note  that  we  pay  four  per  cent  interest,  compounded 
eeml-annually .  on  savings  accounts  of  any  amount  from  One 
Dollar  to  Ten  Thousand  Dollars.  I  am  also  sending  you  under 
separata  cover  a  copy  of  our  financial  statement  together  with 
other  literature  bearing  on  the  business  and  offices  of  this 
institution  and  desire  particularly  to  call  your  attention  to 
the  large  resources  of  this  bank  amounting  to  over  Forty  Two 
Million  Dollars,  to  its  paid  up  capital  and  surplus  of  Six  and 
a  half  Million  Dollars,  and  to  the  high  financial  standing  of  its 
board  of  directors,  executive  committee  and  advisory  board. 

The  .funds  of  the  bank  are  invested  in  high  grade 
investment  securities,  on  first  mortgages  and  well  secured 
collateral  loans,  no  monoy  being  loaned  oa  endorsed  or 
commercial  paper.  By  reason  of  the  extensive  manufacturing 
intereeta  of  the  city  of  Cleveland  and  the  consequent  active 
demand  for  money,  its  savings  banks  are  all  enabled  to  safely 
pay  four  per  cent  interest,  while  the  banks  of  other  cities, 
not  enjoying  the  sane  privileges,  are  unable  to  pay  more  than 
three  per  cent. 

1  trust  you  will  favor  us  with  your  account  in  which 
eaas  kindly  sign  the  enclosed  signature  card  and  return  it  to 
us  with  your  first  deposit. 


Yours  very  t 


Treasurer. 


184  PUSHING   YOUR    BUSINESS. 

These  advantages  should  be  definitely  stated  for  the  different  classes 
of  people  separately.  Thus  it  may  show  reasons  why  the  business  man, 
farmer,  workingman,  teacher  or  professional  person  should  deal  with  the 
bank.  It  should  show  the  advantages  of  saving  by  means  of  a  bank  by 
pointing  out  what  systematic  saving  has  done  and  will  do.  The  advantages 
of  checking  accounts,  and  of  having  acquaintances  among  the  financial 
leaders  are  also  subjects  on  which  much  could  be  said.  In  general,  the 
folder  should  aim  to  give  a  complete  statement  of  what  the  bank  can 
do  for  its  patrons. 

Such  a  folder  may  be  accompanied  by  a  very  brief  letter  to  the  effect 
that  the  bank  thinks  the  recipient  may  be  interested  in  reading  this  little 
folder,  which  the  bank  has  just  issued.  The  letter  and  folder  should  be 
sent  in  a  sealed  envelope  of  the  same  grade  as  that  used  in  the  regular 
correspondence. 

A  HOUSE  ORGAN. 

Another  period  passes  during  which  more  drop  into  the  bank,  from 
which  some  become  regular  depositors.  If  the  bank  is  not  doing  a  regular 
business  by  mail,  it  may  close  the  follow  up  with  the  next  piece  of  mat- 
ter sent  out.  Some  banks  may  continue  to  send  out  a  similar  line  for  some 
time  longer.  Those  doing  a  regular  business  by  mail  will  find  it  of  great 
advantage  to  publish  a  small  magazine  or  house  organ  every  month  or  so. 
This  would  be  mailed  free  to  all  names  on  the  mailing  list.  Of  course, 
whenever  any  person  comes  into  the  fold  by  becoming  a  regular  customer 
of  the  bank,  his  name  will  be  removed  from  the  mailing  list  and  entered 
as  a  customer. 

Before  giving  up  entirely  the  name  of  any  person  who  has  once  shown 
an  interest  in  the  bank  it  is  well  to  send  him  a  "special"  letter.  A  skill- 
ful letter  writer  can  produce  a  letter  which  will  bring  as  high  as  four  or 
five  from  every  ten  sent  out. 

In  a  letter  of  this  kind  some  writers  affect  an  injured  air,  and  refer 
to  the  amount  they  have  thrown  away  in  postage  and  printed  matter. 
While  this  kind  of  letter  will  many  times  bring  a  high  percentage  of  re- 
plies, some  of  them  are  very  apt  to  be  of  the  sarcastic  kind. 

A  better  way  is  to  refer  to  money  or  printed  matter  wasted  only  in 
the  most  general  terms,  if  at  all.  Speak  of  the  time  the  writer  has  taken 
from  the  recipient,  who  is  supposed  to  have  read  all  this  matter.  Then  say 
frankly  that  the  bank  has  no  desire  to  impose  upon  anyone.  If  people 
do  not  wish  to  make  use  of  its  services  it  has  no  desire  to  insist.  Hence 
if  the  recipient  of  this  letter  does  not  wish  to  have  his  name  remain  longer 
upon  the  mailing  list  the  bank  will  remove  it  and  send  no  more  matter  of 
any  kind.  The  bank  encloses  a  stamped  envelope  for  an  early  reply. 

On  the  other  hand,  if  the  person  is  not  yet  ready  to  make  use  of  the 
bank's  facilities,  but  is  interested  and  may  have  need  of  the  bank's  ser- 
vices in  the  future,  the  bank  will  gladly  retain  the  name  and  continue 
sending  anything  which  it  believes  will  be  of  interest.  This  involves  no 
promise  other  than  an  expressed  interest  in  the  bank's  methods  of  business 
and  a  statement  that  whenever  the  person  shall  have  use  for  banking  facili- 
ties he  will  at  least  give  the  bank  an  opportunity  to  show  what  it  can 
do  for  him. 


CAPITAL  &SI:HPI.US$SOO.OOO. 


PEOPLES  SAVINGS  BANK  AND  TRUST  COM  PAN  v 

(A  CONSOLIDATION  >VTTH  THE  FIRST  N.VT4ONAI,   BANK) 


OLDEST  SAVINGS  BANK.  IN  ROCK  ISLAND  COUNT 


MOL,lNE,H.ts..   Jan.  21r  1907. 
Mr.  T.  0.  MacGregor, 

14th  Floor,  North  American  Bldg., 

Philadelphia,  Pa. 
Dear  Siri- 

We  are  pleased  to  send  you  some  reading  matter 
about  our  bank  and  banking-by-mail,  as  you  have  requested. 
You  can  deposit  any  amount  of  one  dollar  or  more.   It  will 
draw  interest  at  the  rate  of  4  percent,  compounded  semi- 
annual ly. 

"A  Pioneer  Bank"  tells  briefly  the  interesting 
story  of  a  bank  which  began  with  the  Western  Country  and 
has  grown  with  It.  "It  ia  a  part  of  the  soil",  so  closely 
is  it  identified  with  this  Western  Country. 

"Our  Savings  Bank  at.  Your  Door"  describes  the 
easy  way  of  banking  -by  -mail.   In  the  back  you  will  find  a 
slip  which  please  sign  and  mail  to  us  with  your  deposit, 
We  will  return  pasa  book  to  you  together  with  forms  of  letters 
For  deposits,,  receipts  for  withdrawing  funds,  and  addressed 
envelopes. 

We  sincerely  hope  we  may  have  the  pleasure  of  a 
deposit  from  you. 

Yours  truly, 


HLC/S  Vice  Presiden 


186  PUSHING   YOUR   BUSINESS. 

EXPERT  HELP. 

A  bank  wishing  to  make  use  of  a  follow  up  system  will  find  it  money 
well  spent  to  have  all  the  letters  and  printed  matter  prepared  by  an  expert. 
There  is  so  much  more  drawing  power  in  a  well  written  letter.  It  does  not 
lie  in  tl.e  number  of  words  used  but  rather  in  the  way  in  which  they  are 
put  together.  No  banker  who  has  not  made  an  extensive  study  of  mail 
order  and  trade  soliciting  letter  writing  can  hope  to  produce  copy  equal 
to  that  of  the  expert.  His  letters  may  draw  even  fifty  per  cent,  of  re- 
plies, but  if  the  expert's  will  draw  seventy-five  to  eighty  per  cent,  of  re- 
plies, are  his  services  not  worth  the  increase  in  cost? 

A  FOLLOW  UP  PLAN. 

A  simple  plan  for  handling  the  mechanical  end  of  a  short  follow 
up  system  for  a  bank  is  as  follows : 

Have  a  card  file  set  aside  for  the  purpose  and  as  each  inquiry  is 
received  (either  by  mail  or  in  person)  put  the  name  and  address  on  a 
card. 

Arrange  cards  alphabetically. 

Send  out  the  first  form  letter  at  the  same  time  you  send  the  booklet. 

The  first  form  letter  should  likewise  be  enclosed  in  each  copy  of  book- 
lets you  give  away  to  personal  inquirers  at  the  bank. 

At  the  top  of  the  cards  should  be  printed  the  thirty-one  dates  of  the 
month  and  a  movable  tab  or  index  should  be  used  to  indicate  the  date  when 
the  next  letter  is  to  be  sent,  the  interval  between  the  letters  being  about 
ten  days. 

When  an  inquirer  becomes  a  depositor,  his  card  should  at  once  be 
removed  from  the  "prospect"  file  as  it  probably  will  not  be  necessary  to 
send  him  further  form  letters,  except  such  as  go  to  all  the  depositors  on 
the  bank's  books. 

The  person  having  this  matter  in  charge  will  look  at  the  file  every 
day  and  get  the  names  of  the  persons  to  whom  letters  are  to  be  sent 
that  day.  The  tab  should  be  moved  ahead  ten  days  at  the  time  the  name 
is  copied  for  addressing,  and  "first  letter,"  "second  letter,"  etc.,  should 
also  be  indicated  on  the  card. 

This  is  important,  because  confusion  will  result  if  it  is  not  done. 

It  is  likewise  very  important  to  get  the  names  and  addresses  of  per- 
sons asking  for  advertising  matter  personally  at  the  bank,  because  if  that 
is  not  done  they  cannot  be  followed  up. 

The  idea  is  to  make  the  plan  as  simple  and  effective  as  possible,  but 
it  will  need  careful  attention  to  get  the  best  results. 

Everybody  connected  with  the  bank  should  have  his  attention  called 
to  the  advertising  and  be  able  to  give  inquirers  the  desired  information, 
or  direct  them  where  to  get  it. 


EFFECTIVE  BUSINESS  LETTERS.  187 


EXECUTIVE  DEPARTMENT  W^^^llE)  CAPITAL  $2.50OXXX>os 

CACVARYMORR.SPro.dent  «Bfc_lI^lS  SURPLUS  $2.3OO.OOO  99 

c  c  TILLOTSON.  vice-Pi'eiWent 


CLEVELAND, O         Aug.    30,    1907. 


Mr.  T.T).  MacOreRor, 

Philadelphia,  Pa. 
Bear  Sir: 

In  honor  of  the  completion  of  our  new  Main  Office 
building  the  first  of  January,  we  are  getting  out  a  souv- 
enir took,  at  considerable  cost.  This  book  will  contain 
a  history  of  The  Cleveland  Trust  Company,  showing  the  In- 
teresting steps  in  its  marvelous  growth,. a  descriptive 
article,  with  profuse  illustrations,  setting  forth  the  archi- 
tectural features  of  our  building,  besides  other  articles  of 
interest.  In  form  it  will  resemble  a  handsome  library  book 
of  120  pages  and  will  be  worthy  a  permanent  position  in  any 
library. 

We  are  anxious  not  to  waste  any  of  these  books  and 
are  sending  them  out  to  a  selected  list  of.  people  who  are 
now  customers  of  The  Cleveland  Trust  Company  or  possible 
customers. 

w>ll  you  kindly  fill  out  and  return  to  us  the; 
enclosed  card  which  will  give  us  the  information  we  desire 
in  your  case? 


f  AJultffcvv* 
Vice  President. 


SOME  MODEL  LETTERS. 

Good  points  can  be  obtained  from  a  study  of  the  letters  re- 
produced herewith  and  of  the  following  extracts  from  effective  busi- 
ness-soliciting letters  of  some  prominent  banks,  trust  companies 
and  investment  houses: 

There  is  a  point  about  our  3  per  cent.  Certificates  of  Deposit  which, 
perhaps,  we  have  not  yet  made  entirely  clear  to  you. 


188  PUSHING  YOUR   BUSINESS. 

If  you  make  a  deposit  in  The  National  Bank  of  Commerce  in  St.  Louw, 
we  are  absolutely  responsible  to  you  for  your  money  until  it  is  withdrawn 
by  you  or  upon  your  authority. 

In  other  words,  if  you  lose  a  Certificate  of  Deposit,  and,  at  the  end  of 
the  interest  period,  it  is  presented  to  us  and  we  pay  the  money  to  a 
wrongful  holder,  we  are  the  losers,  not  you. 

A  Certificate  of  Deposit,  as  you  will  see  from  the  enclosed  specimen, 
is  just  a  receipt  for  your  deposit,  but  it  is  a  negotiable  receipt. 

The  Certificate  cannot  be  checked  against,  it  is  true,  but  that  is 
really  an  advantage. 

When  you  deposit  money  in  this  way,  your  main  object  is  to  build  up 
a  reserve  safely. 

You  probably  realize  that  one-third  of  all  failures  in  business  are 
due  to  lack  of  capital,  and  that  most  of  those,  who  in  old  age  must  depend 
upon  the  generosity  of  others,  are  dependent  because  they  neglected  to 
save  money  when  they  could. 

Now,  with  this  Certificate  of  Deposit  for  your  savings,  not  subject 
to  check,  the  temptation  to  withdraw  money  from  the  bank  on  a  slight 
pretext  is  not  so  great  and  your  capital  is  growing  steadily  both  by  inter- 
est and  by  new  deposits. 

Get  a  Certificate  of  Deposit  in  this  strong  bank  now.  You  will  be 
taking  a  very  wise  step.  You  do  not  need  to  wait  until  you  have  a  large 
sum— $50.00  is  enough. 

And  remember  that  your  money  deposited  here  is  absolutely  safe  and 
profitably  employed. 

"^—~—  | 

We  feel  confident  that  any  business  transactions  you  may  have  with 
us  will  prove  mutually  profitable  and  satisfactory. 

We  receive  deposits  subject  to  check  at  sight  as  in  any  bank,  and 
liberal  interest  will  be  paid  on  daily  balances.  Interest-bearing  certificates 
of  deposit  issued,  payable  on  demand  or  at  a  specified  time. 

We  are  also  thoroughly  equipped  to  transact  all  kinds  of  Trust  busi- 
ness, to  act  as  Executor,  Administrator,  Guardian,  etc.,  Trustee  of  bond 
issues,  as  well  as  Transfer  Agent  and  Registrar  of  Stock. 

Accounts  may  be  opened  either  in  person  or  by  mail,  and  inquiries 
are  invited  and  will  be  promptly  answered.  .  If  you  cannot  call  to  open  an 
account,  we  will  send  a  representative  to  see  you. 


In  these  times  of  financial  disturbance  you  would  doubtless  like  to 
know  what,  if  any,  effect  the  present  flurry  is  having  on  the  affairs  of 
this  company. 

The  bulk  of  our  assets  is  secured  on  real  estate  in  this  city  and 
vicinity.  Inasmuch  as  there  has  been  no  inflation  of  prices  of  such  prop- 
erty there  is  no  shrinkage  now.  All  of  our  loans  are  well  secured  and 
payments  are  being  made  promptly. 

Investments  in  our  bonds  and  mortgages  have  increased,  thus  indi- 
cating the  desire  of  people  to  put  their  money  into  safe  securities  rather 
than  leaving  it  on  deposit  in  banks  or  investing  it  in  stocks  or  other 
speculative  enterprises. 


fortune  Colon? 

of  tbr  Citp  of  Beta)  Jlort 

437  /Fifti)  abenue 

Htcharo  ipightman,  JDrrsiDent 

October  6th,  1908. 

Mr.  T.  D.  MaoGregor, 
H.  Y.  City. 

My  dear  Sin 

The  announcement  of  the  organization  of  The  Fortune  Colony 
ie  one  of  the  most  important  that  has  ever  appeared  involving ,  as  it 
certainly  does*  the  permanent  well-being  of  many  homes  and  the  per- 
sonal thrift  and  profit  of  the  individuals  in  those  homes  who  apply 
for,  and  receive,  the  exceptional  benefits  Attendant  upon  Membership 
in  The  Fortune  Colony. 

And  be  assured  that  it  has  not  been  easy  for  us  to  effect 
the  arrangement  whereby  Colony  Members  may  .obtain  Bonds  of  this  high 
character,  usually  requiring  a  large  sum  of  money  to  start,  on  small 
monthly  instalments  of  only  a  few  dollars. 

A  great  business  corporation  with  its  extensive  commercial 
machinery  and  fixed  methods  is  usually  averse  to  anything  out  of  the 
accepted  order,  and  the  Company  which  we  had  selected  as  most  desir- 
able for  our  Members,  the  American  Real  Estate  Company,  proved  to  be 
no  exception  to  the  rule. 

But  the  officers  of  the  Company  were  considerate  and  grac- 
ious and  we  have  finally  been  able  to  effect  the  arrangement  whereby 
you,  and  a  limited  number  of  readers  of  other  standard  magazines  who 
act  promptly  and  together  may,  through  Membership  in  the  Colony,  own 
one  of  these  superb  Bonds  by  saving  a  small  sum  monthly  and  come  into 
the  full  possession  of  your  fortune  at  the  end  of  only  ten  years. 

The  enclosures  show  you  plainly  the  great  resources  and  so- 
lidity of  the  American  Real  Estate  Company  and  its  record  of  remark- 
able success  and  fidelity  through  a  long  period  of  years. 

lour  Acceptance  should  be  filled  .out  and  sent  by  early  mail 
together  with  the  amount  of  your  first  monthly  instalment  made  payable 
to  The  Fortune  Colony.   This  will  receive  our  prompt  consideration 
and  we  will  look  after  all  necessary  details  in  your  behalf. 

In  view  of  the  unexpected  number  of  Applications  thus  far 
received  indicating  the  early  absorption  of  the  above  Memberships,  we 
shall  still  be  pleased  to  reserve  a  Membership  for  you  for  a  few  days 
pending  the  arrival  of  your  Application. 

Very  truly  yours, 


THE  FORTUNE  \OOLONI 


President. 


190  PUSHING  YOUR   BUSINESS. 

In  view  of  the  existing  conditions  general  throughout  the  country, 
we  can  understand  that  you  might  feel  uneasy  for  the  safety  of  an  invest- 
ment. Our  secured  certificates  are  secured  by  first-class  mortgages  set 
aside  in  our  vaults  for  that  purpose.  We  will,  however,  be  glad  to  send 
you  a  specific  bond  and  mortgage  which  will  be  placed  in  your  name  on 
the  county  records.  In  that  way  you  will  be  safely  secured  no  matter 
what  may  happen  to  any  bank  or  trust  company  in  the  country.  You  will 
get  the  sarre  rate  of  interest  and  you  will  have  the  certificate  of  this  com- 
pany in  addition  to  the  mortgage  security.  You  can  easily  investigate  as 
to  the  safety  of  the  securities  by  writing  to  the  County  Recorder  or  any 
bank  or  business  house.  A  fire  insurance  policy  accompanies  the  papers, 
providing  that  in  case  of  fire  the  insurance  company  will  pay  the  mortgage. 

Trusting  that  we  may  have  the  pleasure  of  opening  an  account  with 
vou  in  the  near  future,  we  remain — 


We  take  pleasure  in  sending  you  under  a  separate  cover  a  booklet  of 
information  relative  to  Pittsburgh  and  this  institution,  from  which  it  can 
be  readily  seen  that  our  large  capital  and  surplus,  combined  with  the  high 
standing  of  the  board  of  directors,  offers  unquestioned  security  to  our 
depositors. 

We  inform  you  that  this  Company  accepts  savings  accounts  by  mail 
on  exactly  the  same  terms  as  though  made  in  person  at  our  office.  Direc- 
tions for  opening  such  accounts  will  be  found  in  the  booklet.  We  enclose 
herewith  a  copy  of  our  semi-annual  statement,  and  a  signature  card,  which 
should  be  filled  in  and  sent  with  your  first  deposit. 

An  account  may  be  opened  with  any  sum  from  $1.00  up,  and  will  bear 
interest  at  the  rate  of  four  (4%)  per  cent.,  compounded  semi-annually 
(January  1  and  July  1). 

Any  further  information  which  you  may  desire,  on  this  or  any  other 
subject  bearing  on  banking  or  trust  matters,  will  be  cheerfully  given. 

We  assure  you  of  courteous  and  careful  attention,  and  hope  that  we 
may  have  the  pleasure  of  opening  an  account  with  you. 


In  reply  to  your  inquiry,  we  are  mailing  under  separate  cover  a  copy 
of  our  booklet  on  banking  by  mail  and  enclose  herewith  a  copy  of  our  last 
financial  statement. 

In  addition  to  the  regular  savings  accounts  paying  4  per  cent.,  we  pay 
interest  at  the  same  rate  on  certificates  of  deposit  of  $500.00  or  over  run- 
ning six  months  or  longer  not  subject  to  payment  until  maturity.  On 
special  deposits  of  $500.00  or  over,  for  six  months  or  longer,  subject  to 
check,  we  pay  interest  at  the  rate  of  3  1-2  per  cent,  per  annum.  If 
checked  upon  before  the  expiration  of  the  six  months'  period,  the  interest 
is  reduced  to  2  per  cent. 

We  enclose  a  signature  card  which  you  will  kindly  fill  out  and  return 
with  your  opening  deposit  if  you  should  decide  to  open  an  account  with  us. 

We  shall  be  pleased  to  give  you  any  further  information  desired,  and, 
hoping  that  we  may  hear  further  from  you,  we  remain — 


Ctje  jfortune  Colons 

of  tbr  Citp  of  iratto  J@orfe 
437  jfiftb  abtnur 


October  6th,  1908. 

Mr.  T.  D.  UaoGrogor, 

New  York  City. 

My  dear  Sirt 

For  fifteen  years  I  have  watched  the  growth  of  the  American 
Real  Estate  Company.  It  is  the  oldest  real  estate  company  in  the  State 
of  New  York,  and  the  richest  and  strongest* 

Men  and  women  in  all  parte  of  the  world  are  getting  its  checks, 
receiving  its  financial  benefits, — even  those  who  live  in  Alaska  and 
Germany  and  China  and  Africa,  as  well  as  in  the  big  cities  and  little 
villages  of  our  own  land. 

Its  Bonds  are  its  promises  and  its  promises  are  kept— every 
single  one  of  them.  That  is  why  its  bondholders  are  its  friends — its 
warm  friends. 

THAT  IS  WHY  THEY  WRITE  LETTERS  LIKE  THOSE  IN  THE  BOOK  WHICH  I 
AM  SENDING  YOU  HEREWITH. 

These  letters  are  recent!  they  are  jubilant!  they  are  letters 
of  gratitude.  They  are  written  by  men  and  women  who  know — who  have  got- 
ten their  money  on  their  Bonds,  every  penny  they  expected  and  on  the 
exact  minute  they  were  due. 

Occasionally  in  these  letters  you  will  find  a  note  of  regret — 
regret  that  they  did  not  have  more  of  the  Bonds  to  cash  in. 

It  is  one  of  these  Bonds,  payable  to  you  yourself  in  exactly 
ten  years •  which  you  may  secure  by  saving  a  few  dollars  monthly  through 
Membership  in  The  Fortune  Colonv. 

But  this  opportunity,  very  special  and  very  interesting,  is 
passing.  Perhaps  your  Acceptance  is  even  now  on  the  way.  Tbnt  is  the 
main  thing — the  first  stone  in  the  structure  which  will  surely  prove  a 
shelter  to  you  in  the  days  that  lie  before,  building  itself  easily  end 
steadily,  and  being  finished  almost  before  you  realize  it.  Ten  years  is 
such  a  little  time  alter  all! 

The  Influence  of  The  Fortune  Colony  is  increasing  hour  by  hour, 
and  within  its  widening  circle  of  helpfulness  our  Members  are  finding  a 
new  and  definite  purpose  in  life  which  makes  for  their  personal  progress 
and  prosperity. 

The  path  to  Membership  is  easy  and  plain.  We  made  it  so  by 
design— for  your  comfort  and  convenience.  Surely  you  are  planning  to 
walk  in  it.  Isn't  it  so? 

Very 


192  PUSHING  YOUR  BUSINESS. 

We  have  on  previous  occasions  written  you  concerning  the  financial 
strength  of  this  bank  as  represented  by  our  capital  and  surplus  of  $6,500,- 
000.00  and  our  total  resources  of  over  $42,000,000.00 ;  and  we  now  wish  to 
direct  your  attention  to  the  management,  which  is  vested  in  the  Board  of 
Directors  and  Executive  Committee,  consisting  of  the  following  well- 
known  and  representative  business  men  in  this  community: 


This  strong  management  gives  The  Citizens  Savings  and  Trust  Com- 
pany a  distinctive  place  among  the  large  savings  banks  in  the  country 
affording  every  assurance  of  absolute  safety  and  we  trust  that  you  may 
decide  to  favor  us  with  your  deposit  at  an  early  date. 


Perhaps  you  are  yet  undecided  as  to  whether  you  should  open  a  sav- 
ings account  with  this  bank.  We  know  from  our  experience  with  banking- 
by-mail  customers  that,  if  you  give  this  method  of  conducting  your  sav- 
ings account  a  trial,  you  will  be  much  pleased. 

On  the  25th  day  of  May,  1907,  the  bank  will  be  fifty  years  old.  This 
test  of  time  alone,  we  feel,  entitles  the  bank  to  a  great  degree  of  confidence. 
However,  we  refer  with  special  pride  to  our  board  of  directors  and  the  man- 
agement. Enclosed  herewith  is  a  list  of  our  directors  with  some  comments 
regarding  each.  It  will  give  you  an  idea  of  the  character  of  the  men  who 
direct  the  affairs  of  the  bank. 

We  again  enclose  to  you  an  addressed  envelope,  form  of  deposit,  and 
blank  for  your  signature.  We  hope  to  have  you  make  a  start  with  us. 


There  is  an  old  adage  which  says  "The  proof  of  the  pudding  is  the 
eating  thereof." 

We  have  given  you  all  of  our  evidence  and  it  is  now  up  to  you  as  the 
jury  to  decide  whether  or  not  you  will  find  the  verdict  in  our  favor. 

As  an  additional  proof,  we  beg  to  enclose  you  a  few  letters  from  some 
of  the  people  who  have  been  eating  the  pudding. 


If  you  will  fill  out  the  enclosed  postal  we  will  send  you  regularly, 
free  of  cost,  our  popular  monthly  magazine,  "MONEY  TALKS." 

"MONEY  TALKS"  is  a  bright,  pocket-size  publication  that  aims  to 
be  both  entertaining  and  instructive.  It  will  not  bore  you  with  dull  finan- 
cial problems,  neither  will  it  disturb  you  with  frivolity.  It  strikes  the 
happy  medium  and  is  always  interesting. 

"MONEY  TALKS"  will  celebrate  its  first  birthday  next  month.  There 
will  be  no  relaxation  in  our  efforts.  Many  improvements  will  be  made. 
Literary  and  artistic  features  have  been  planned  which  will  make  the  maga- 
zine more  attractive  than  ever. 

Incidentally  permit  us  to  call  your  attention  to  a  few  of  the  advan- 
tages of  a  savings  account.  With  "Money  In  the  Bank"  you  are  more 
independent  and  less  worried,  You  are  making  adequate  provision  for 


EFFECTIVE  BUSINESS  LETTERS.  193 

sickness  and  old  age.  Your  funds  are  safe  and  in  no  danger  of  being 
destroyed  or  stolen.  You  are  drawing  liberal  interest  (we  pay  3  per  cent., 
compounded  every  six  months).  You  are  accumulating  capital,  without 
which  no  business  venture  can  be  successfully  consummated. 

We  believe  that  you  expect  to  start  an  account  some  day.  But  are  you 
sure  that  your  prospects  will  ever  be  any  brighter  than  they  are  now?  Why 
not  start  right  away?  No  income  is  too  small  to  save  something  out  of  it. 
No  income  is  so  large  that  a  certain  per  cent,  of  it  should  not  be  regularly 
laid  aside. 

Your  deposit  with  us  will  be  absolutely  safe.  We  have  a  capital  and 
surplus  of  ten  million  dollars.  Our  directors  are  recognized  as  among  the 
most  successful  and  trustworthy  business  men  in  St.  Louis. 

If  you  prefer  a  checking  account  we  would  welcome  it,  give  you  good 
service  and  pay  you  2  per  cent,  interest. 


Many  people  are  holding  off  from  banking  by  mail  from  natural  fear 
of  what  to  them  is  an  untried  proposition. 

We  don't  want  you  to  deposit  money  with  us  if  you  have  the  slightest 
misgivings  as  to  the  perfect  safety  of  it,  for  we  believe  we  can  reassure 
you  on  every  point. 

We  have  told  you  pretty  much  all  about  the  strength  of  The  Cleveland 
Trust  Company — its  large  capital  and  surplus,  conservative  management, 
its  immense  resources — but  possibly  there  is  something  about  which  you 
would  like  more  information.  If  so,  won't  you  let  us  hear  from  you?  We 
want  your  account  because  we  know  it  will  work  to  our  mutual  advantage 
the  same  as  it  is  doing  in  the  case  of.  the  70,000  people  who  are  already 
depositing  money  here  at  4  per  cent,  interest. 


This  Company  issues  a  Certificate  of  Deposit,  yielding  six  per  cent., 
and  to  secure  same  turns  over  to  the  holder  a  mortgage,  secured  on  real 
estate  worth  more  than  double  the  amount.  Thus  the  investor  has  the 
double  security  of  our  $300,000.00  cash  capital  and  surplus,  and  also  the 
specific  mortgage. 

The  value  of  the  property  covered  by  the  mortgage  can  easily  be  ascer- 
tained, independently  of  us,  by  writing  to  any  bank  official  or  business 
agency. 

These  certificates  meet  the  wants  of  people  who  desire  a  time  invest- 
ment, as  they  run  from  one  to  five  years,  and  in  amounts  from  $500  up. 
Any  bank  anywhere  will  advance  money  on  them.  A  simple  endorsement 
transfers  them,  thus  avoiding  publicity. 

The  mortgage  is,  if  desired,  assigned  on  the  record  to  the  holder  of 
the  certificate,  so  that  he  becomes  entirely  independent  of  the  success  or 
failure  of  this  or  any  bank  in  the  world*  Meantime  this  Company,  as  a 
faithful  clerk,  attends  to  all  details,  and  all  the  investor  need  do  is  to  cut 
off  a  coupon  once  each  six  months,  and  receive  the  amount  in  gold  coin  or 
New  York  exchange. 

We  will  take  pleasure  in  answering  further  inquiries  on  the  subject, 
and  in  submitting  sample  forms  upon  request. 


194  PUSHING   YOUR    BUSINESS. 

Enclosed  please  find  check  for  the  amount  of  your  share  of  the  regular 
January  quarterly  dividend  of  2  per  cent.,  and  the  extra  dividend  of  1 
per  cent.,  just  declared  by  the  directors  of  our  company. 

We  paid  9  per  cent,  in  dividends  last  year,  and  start  the  first  quarter 
of  1907  with  3  per  cent.  more. 

I  do  not  need  to  tell  you  that  our  company  is  prosperous.  Your  divi- 
dend checks  have  made  you  fully  aware  of  that. 

But,  as  partners  in  this  business,  there  are  details  you  will  be  pleased 
to  know. 

You  will  be  gratified  to  learn  that  since  the  incorporation  in  July, 
1905,  in  addition  to  paying  regular  2  per  cent,  quarterly  dividends  and  two 
extra  dividends  of  1  per  cent.,  the  company  has  earned  a  surplus  of 
$188,290.23. 

This  is  shown  by  the  certified  statement  taken  from  the  books.  October 
1st,  1906,  by  George  W.  Young,  an  authorized  public  accountant. 

But  since  then  the  business  has  been  better  than  ever.  We  never  had 
a  bigger  month's  business  than  that  of  October  last. 

In  view  of  the  large  earnings  and  substantial  surplus,  the  directors 
have  decided  that  after  February  1st,  1907,  the  price  of  any  treasury  stock 
of  the  company  offered  for  sale  should  be  $110  a  share  instead  of  $100. 

So,  if  you  haAe  been  a  stockholder  in  this  company  for  the  past  year, 
you  have  had  a  19  per  cent,  investment,  because  your  stock  has  earned  9 
per  cent,  in  dividends  and  now  has  gone  10  per  cent,  above  par. 

I  do  not  believe  that  our  stock  will  stop  at  110.  I  expect  to  see  it  go 
to  120,  or  higher,  because  dividends  are  likely  to  be  still  greater  than 
they  have  been. 

And  for  that  reason,  even  at  the  higher  price,  this  stock  will  continue 
to  be  a  splendid  investment. 

You  have  helped  to  make  this  business  the  wonderful  success  it  is. 
The  officers  and  directors  appreciate  your  aid,  and,  naturally,  it  is  their 
desire  to  favor  the  present  stockholders  whenever  possible. 

Therefore,  they  have  reserved  the  last  200  shares  of  the  block  of  treas- 
ury stock  issued  November  21st  last,  to  be  sold  at  $100  a  share  to  present 
stockholders  only. 

These  are  positively  the  last  shares  of  treasury  stock  to  be  sold  at 
par,  and  it  will  be  a  case  of  first  come,  first  served. 

After  February  1st,  the  price  to  everybody  will  be  $110  a  share. 

Perhaps  you  wonder  why  the  company  sells  any  of  its  treasury  stock  at 
all  when  it  has  such  a  satisfactory  surplus. 

Here  is  the  reason: 

The  bulk  of  this  surplus  is  in  the  form  of  real  estate  and  accounts 
receivable  from  real  estate  sold  on  the  installment  plan.  This  is  perfectly 
good,  but  not  all  immediately  available. 

We  sell  stock  to  get  cash  to  acquire  more  New  York  City  land  to  sell 
now,  before  it  gets  too  high  in  price.  For  the  more  of  that  we  get  now, 
the  greater  will  be  our  future  dividends. 

In  this  special  sale  of  stock  you  have  the  usual  privilege  of  buying  on 
the  installment  plan  of  10  per  cent,  of  the  amount  down  and  10  per  cent, 
a  month. 

But  remember  this  is  a  very  limited  offer,  both  as  to  time  and  amount. 
If  you  take  advantage  of  it  you  cannot  delay. 


EFFECTIVE  BUSINESS  LETTERS.  195 

If  you  wish,  telegraph  us  to  reserve  from  one  to  ten  shares  for  you. 

If  the  stock  is  all  sold,  when  your  order  and  first  payment  are  received, 
your  money  will  be  returned  promptly. 

You  should  not  hesitate  a  minute  on  this  proposition  if  you  have  any 
monev  available  for  investment. 


Investment  banking,  as  compared  with  commercial  banking,  has  held 
the  attention  of  our  business  community  for  some  time. 

A  commercial  bank's  business  is  based  mainly  upon  one,  two,  three  or 
four  months'  notes,  which  are  constantly  being  made  and  as  constantly 
paid,  because  the  needs  of  the  makers  are  continually  changing  with  the 
production  and  consumption  of  commodities. 

To  use  commercial  funds  for  investment  purposes,  constitutes  invest- 
ment banking,  curtails  legitimate  business  enterprises  to  the  same  extent, 
promotes  speculation,  and,  if  not  checked,  threatens  the  very  foundation  of 
our  economic  and  trade  system.  The  basis  of  its  business  is  fixed,  and  its 
loans  upon  collateral  are  likely  to  remain  the  same  for  an  indefinite  period. 

The  discounts  of  a  well  regulated  commercial  bank  vary  with  the  pro- 
ductive interests  of  the  country,  and  are  changing  from  day  to  day;  ma- 
turing notes  of  one  branch  of  industry  are  used  to  meet  the  needs  of 
another.  Its  assets  are  quick  assets  and  are  in  liquid  form. 

The  Penn  National  Bank  is  strictly  a  commercial  bank,  is  under 
Government  supervision,  Clearing  House  protection  and  oversight,  and 
maintains  a  proper  and  sufficient  cash  reserve.  It  is  independent  of  the 
control  of  any  single  interest  and  is  able  to  meet  the  reasonable  needs  of 
its  patrons  at  all  times. 

We  invite  your  attention  to  the  enclosed  statement  and  offer  you  all 
the  facilities  and  advantages  of  a  commercial  bank,  developed  and  per- 
fected by  eighty  years  of  successful  service. 

Your  personal  account,  large  or  small,  should  have  the  same  protec- 
tion as  your  business  account. 

At  this  time,  when  so  many  mining  stock  and  other  glowing  "invest- 
ment" propositions  are  being  exploited,  we  know  that  you  will  turn  with 
satisfaction  to  the  consideration  of  such  a  safe,  conservative  and  profitable 
investment  as  that  presented  by  the  Central  Lumber  Company  of  Phila- 
delphia. 

The  enclosed  circular  tells  you  about  an  opportunity  to  become  inter- 
ested on  a  profit  sharing  basis  in  an  established,  successful,  dividend-paying 
lumber  business. 

Read  every  word  of  the  ^rcular  and  notice  that  each  statement  we 
make  is  backed  up  by  facts  and  figures. 

The  lumber  industry  is  one  of  the  greatest  in  the  world.  Lumber  is  a 
necessity  and  its  manufacture  is  one  of  the  great  natural  opportunities  for 
certain  profit. 

The  Central  Lumber  Company  is  unusually  successful. 

During  the  past  year  the  net  profits  of  the  company  were  more  than 
$20,000. 


196  PUSHING  YOUR  BUSINESS. 

Part  of  these  profits  went  into  the  2  per  cent,  quarterly  dividends; 
part  was  turned  back  into  the  business. 

This  year  the  earnings  will  be  greater  on  account  of  the  development 
of  our  new  tract  in  Pennsylvania,  upon  which  two  mills  are  already  in 
operation. 

It  isn't  very  often  that  you  have  the  chance  to  become  a  stockholder  in 
a  concern  actually  paying  such  generous  dividends  as  we  are. 

The  reason  you  have  this  opportunity  is  because  the  directors  of  the 
company  prefer  to  have  the  new  stock  subscribed  by  small  investors  rather 
than  to  sell  an  interest  to  a  single  large  investor. 

The  stock  issue  is  limited,  and  so  your  opportunity  Is,  too. 

You  will  be  wise  to  send  your  application  and  first  payment  to-day. 


Now  that  you  have  read  "The  Law  of  Financial  Success,"  I  presume 
you  are  ready  to  make  use  of  the  principles  explained  therein,  and  to  apply 
them  in  a  very  practical  manner  for  the  enlargement  of  your  purse  and 
the  improvement  of  your  bank  account. 

You  must  realize  that  "it  takes  money  to  make  money,"  and  that  the 
man  who  works  with  his  hands  and  brain  'alone  for  wages  or  a  salary  will 
be  a  long  time  becoming  financially  independent.  He  must  make  the  money 
he  earns  work  for  him  if  he  wishes  to  acquire  a  competency.  What  we  all 
desire  is  to  lay  aside  money  enough  for  "the  day  of  opportunity"  as  well 
as  a  "rainy  day." 

Many  good  people  have  learned  to  apply  the  "knowing"  part  of  the 
law  extremely  well,  but  fail  when  it  comes  to  the  "doing"  part.  This 
might  happen  to  anyone,  because  few  people  have  the  time  or  energy  to 
attend  to  their  regular  duties,  and  also  that  of  investing  their  surplus 
money  properly. 

The  mission  of  this  company  is  to  help  people  to  ap'ply  the  "doing" 
part  of  the  Law,  and  to  show  them  how  to  invest  the  money  they  possess 
where  it  will  bring  the  largest  possible  returns.  Our  method  protects  the 
investor  absolutely,  and  makes  his  investment  as  safe  and  as  sound  as  any 
investment  possibly  could  be. 


You  will  note  by  enclosed  slip  that  we  make  a  specialty  of  investments. 
We  are  prepared  to  offer  municipal,  railroad  and  corporation  bonds  of 
various  kinds,  yielding  an  income  of  from  3  1-4  to  6  1-2  per  cent.  Enclosed 
lists  of  bonds  contain  the  securities  that  we  have  on  hand  at  the  present 
time.  The  large  sheet  describes  some  issues  to  which  we  have  given  special 
study  and  which  seem  particularly  suited  for  personal  and  trust  invest- 
ments; the  Short  Term  Investments  on  the  other  sheet  need  no  further 
description. 

Our  facilities  for  investigation  are  at  your  service,  and  if  you  will 
indicate  the  general  character  and  net  return  you  desire,  it  will  give  us 
pleasure  to  make  further  offerings.  The  prices  of  all  securities  are  lower 
than  normal  and  the  present  seems  an  unusual  opportunity  to  secure  safe 
and  attractive  investments  yielding  a  good  income  and  likely  to  appreciate 
in  market  price. 


EFFECTIVE  BUSINESS  LETTERS.  197 

For  investments  of  sums  of  less  than  $1,000  we  will   gladly  suggest 
stocks  of  undoubted  worth  returning  full  rates  of  interest. 

When  in  Boston  we  shall  be  glad  to  have  you  call  at  the  office. 


In  answer  to  your  valued  inquiry,  we  recently  sent  you  information 
regarding  our  6  per  cent.  Gold  Bonds  and  our  extensive  real  estate  holdings 
in  New  York  City.  Not  having  heard  from  you  further,  we  are  sending 
you  another  pamphlet  entitled  "Some  Questions  Answered."  This  will 
doubtless  make  clearer  to  you  the  nature  of  our  business,  to  which  are 
directly  due  the  exceptional  advantages  of  our  Bonds  to  investors  and 
which  no  other  business  can  equally  assure.  These  advantages  may  be 
briefly  summarized  as: 

1.  LIBERAL  RETURN.     The  6  per  cent,  interest  is  guaranteed,  and 
is  not  merely  a  possibility.    We  have  earned  and  paid  this  rate  for  more 
than  eighteen  years. 

2.  ABSOLUTE  SAFETY.     Bondholders  are  protected  by  our  entire 
assets,  including  capital  and  surplus.     At  the  maturity  of  the  Bonds  they 
receive  in  full  the  money  invested,  the  principal  being  guaranteed  as  well  as 
the  interest,  or  the  Bonds  may  be  surrendered  for  cash  after  two  years,  in 
accordance  with  their  terms, 

We  also  enclose  to  you  herewith  a  copy  of  our  Eighteenth  Annual 
Statement,  in  the  belief  that  from  your  interest  in  this  Company  and  its 
plan  of  investment,  you  will  be  glad  to  read  the  story  these  figures  tell  of 
continuing  progress  in  its  business.  This  showing  of  over  $8,300,000  of 
assets,  with  capital  and  surplus  of  over  $1,285,000,  presents  the  evidence 
of  its  stability  and  constitutes  an  argument  for  the  wisdom  of  its  policy 
and  soundness  of  its  plan  of  investment  more  convincing  than  words. 

A  guaranteed  6  per  cent,  investment  is  not  easily  obtained  in  these 
times  of  lowering  interest  rates.  How  and  why  our  Bonds  constitute  such 
an  investment  is  explained  by  the  leaflet  enclosed.  Assuming  from  your 
inquiry  that  you  are  in  the  market  for  an  investment,  we  trust  that  our 
Bonds  may  meet  with  your  favorable  consideration.  In  any  case,  we  will 
appreciate  a  reply  to  this  letter. 


The  foregoing  letters  clearly  illustrate  the  modern  method  of 
business  correspondence  for  financial  and  investment  institutions. 
While  not  perfect  models  in  every  case,  they  are  suggestive  and 
ought  to  be  helpful  to  every  reader  who  is  an  earnest  student  of 
this  subject.  The  idea  in  this  chapter,  as  in  all  the  preceding 
ones,  has  been  to  provide  food  for  thought  and  to  help  the  reader 
to  help  himself.  This  is  in  conformity  with  the  latest  thought  in 
educational  circles  and  the  practice  in  business  life,  where  learn- 
ing by  doing  is  the  approved  method. 

Used  in  this  way,  this  volume  ought  to  be  a  practical  aid  to  you 
in  PUSHING  YOUR  BUSINESS. 


PUBLICATIONS   FOR 
BANKERS. 


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Send  for  complete  catalog. 

PRACTICAL  BANKING. 

By  Claudius  B.  Patten,  late  Cashier  of  the  State  National  Bank  of  Boston. 
An  octavo  volume  of  520  pages,  cloth  sides  and  buckram  back $5.00 

A  book  of  great  value  to  every  one  engaged  in  the  banking  business  or  in 
any  i»ay  interested  in  banks.  Shows  exactly  how  banks  are  conducted.  Gives 
forms  and  clear  instructions.  The  complete  title,  "Methods  and  Machinery  of 
Practical  Banking,"  indicates  the  scope  of  the  book. 

MODERN  BANKING  METHODS. 

By    A.   R.   Barrett,    C.P.A.,    formerly  bank   expert  for  United   States    Treasury- 
Department  and   bank   examiner $4.00 

This  book  contains  the  latest  and  best  information  in  regard  to  the  organi- 
zation and  management  of  banks;  325  large  octavo  pages;  over  200  improved 
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transactions,  practical  bank  bookkeeping — the  work  of  every  department  fully 
explained  and  illustrated. 

PUSHING  YOUR  BUSINESS. 

By  T.  D.  MacGregor.  A  practical  handbook  on  bank,  trust  company,  safe 
deposit,  bond,  stock,  insurance,  and  real  estate  advertising  by  an  expert.  How  to 
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and  ideas  in  financial  publicity.  197  pages,  illustrated,  cloth  bound $1.25 

THE  BANKERS  DIRECTORY. 

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Contains  lists  of  Banks  and  Bankers  in  the  United  States,  Commercial  and 
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Banks,  with  nearest  Banking  Points,  Directors  of  National  and  State  Banks  in 
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THE  BANKERS  MAGAZINE. 

In  almost  every  field  of  activity  there  is  one  publication 
that  stands  pre-eminent  in  quality,  influence  and  authoritative 
character  editorially. 

In  the  banking  and  financial  field  that  publication  is  The 
Bankers  Magazine,  the  oldest  and  best  banking  and  financial 
publication.  Its  departments  include  the  following: 

EDITORIAL   COMMENT. 

Full    and    unbiased    treatment    of   monetary     and     banking     topics   of    general 
interest   to   the    banker  and  financial  student. 
CONTRIBUTIONS 

By  leading  bankers  and  others  dealing  with  matters  directly  or  collaterally 
related  to  banking. 

BANKING    AND   COMMERCIAL,    LAW. 

The  latest  decisions  of  State  and  Federal  courts;  replies  to  law  and  banking 
questions,  submitted  by  subscribers,  by  John  J.   Crawford,  author  of  the  Uniform 
Negotiable    Instruments   Act. 
PRACTICAL  BANKING. 

Articles  on    all   departments  of  bank   work,   contributed  by  active  bank  men; 
illusMated  with  forms. 
TRUST   COMPANIES  AND  SAVINGS  BANKS. 

Special   departments  devoted  to   the   interests  of  these   institutions. 
BANKING   PUBLICITY. 

A  department  giving  the  latest  and  best  ideas  for  promoting  business  by 
advertising. 

"Investments,"  "Foreign  Banking  and  Finance,"  "Latin  America,"  "Ameri- 
can Institute  of  Banking,"  and  many  other  features  are  regularly  and  specially 
embraced  in  the  contents  of  THE  BANKERS  MAGAZINE,  making  the  publica- 
tion of  direct  practical  helpfulness  to  every  banker,  officer  or  clerk  in  a  bank, 
trust  company  or  savings  institution,  as  well  as  to  investors  and  capitalists 
generally. 

Published  monthly;  subscription,  $5  a  year.  Special  book  premiums  for  new 
subscribers. 


Advertising  Preparation 

FOR    BANKS 

Officers  of  banks  and  trust  companies  who  are  interested  in  ad- 
vertising and  are  open  for  a  proposition  to  receive  the  highest  kind 
of  individual  advertising  preparation  service  at  a  moderate  cost,  are 
requested  to  send  for  interesting  printed  matter  which  describes  the 
plan  under  which  the  Publicity  Department  of  the  Bankers  Publish- 
ing Company  is  securing  satisfactory  results  for  a  number  of  financial 
institutions  in  different  parts  of  the  country.  This  department  is  under 
the  management  of  T.  D.  MacGregor,  author  of  "Pushing  Your  Busi- 
ness." 

If  you  have  any  idea  that  you  might  possibly  use  service  of  this 
kind,  write  to  us  to-day.  The  information  will  cost  you  nothing  but 
may  mean  a  great  deal  to  you. 


The  Bankers  Publishing  Co. 


DATTP 


YB   184.17 


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